The countdown to the 2017/18 Ashes has begun as Cricket Australia begins to build some anticipation around the test series and starts its ticket sales drive.
The campaign, developed in alliance with agency M&C Saatchi Melbourne, celebrates ‘Our Greatest Test’ and revolves around the idea that when the Australian and English players face one another this summer/winter for the Ashes they will be representing their whole countries.
The initiative aims to bring to life the history of the test series, its links to the cultural identities of both nations and the passion it evokes in fans: the cricketers carrying the hopes and expectations of millions of fans on both sides of the world.
The campaign is spearheaded by a 60-second TV commercial that reworks the walk from the dressing room to the crease – but this walk
Reimagining the walk from the dressing room to the crease to a walk through Australia and England, the campaign showcases the supporters that will be cheering on the players through every ball, wicket, and shot during the series.
The spot, launched on 2 April, sees Australian captain Steve Smith and England bowler Stuart Broad talk a long, long walk to the middle: beginning their journeys from their own homes and walking through villages, towns and countryside in their own nations – from damp suburban streets and green rolling pastures, to red dusty outback and golden beaches – taking in famous sites from the two countries en route.
Smith walks by the Sydney Harbour Bridge and the sands of Bondi Beach, while Broad passes Westminster Bridge towards the Houses of Parliament and the Big Ben clock tower, until both find themselves in the middle of the cricket field.
‘They don’t walk out for their team, they walk out for their country,’ says the narrator and former Aussie captain and Ashes legend Steve Waugh.
Waugh also narrates the voice overs for the accompanying radio ads, while the broadcast spots are further supported by print, outdoor and digital advertisements which are rolling out across Australia in the lead up to the series on Cricket Australia’s YouTube channel, its Twitter feed,
Our Greatest Test… #Ashes
Don't miss out! https://t.co/quW71ZRnKo pic.twitter.com/euwqcdLk44
— cricket.com.au (@CricketAus) April 3, 2017
and on its Facebook page.
The aim, according to Cricket Australia executive general manager of broadcasting, digital media and commercial Ben Amarfio, is to encourage fans right across Australia to get behind the team this summer.
‘There is no sporting rivalry quite like the Ashes in bringing our nation together in support of the 11 players who take to the field, and our advertising campaign for the series brings this to life,’ argues Amarfio.
‘After talking to the players, you get a real sense of what they are playing for, it’s not for themselves, it’s actually for all of us,’ echoes M&C Saatchi Melbourne ECD Paul Taylor.
The 2017/18 Ashes series starts at Brisbane’s Gabba ground on 23 November, before visiting the Adelaide Oval for the first men’s Ashes day-night Test match starting on 2 December, followed by a third test in Perth on 14 December, the Boxing Day Test at the MCG from 26 December and the Pink Test at the SCG from 4 January 2018.
Tickets go on sale to the general public from 8 May and with Australian Cricket Family (ACF) members receiving priority ticket access from 1 May, the campaign also urges viewers to join the AFC for free by 23 April to have access to priority pruchasing.
The executions drive fans to find further AFC or ticket information at www.cricket.com.au/ashes.
Working for Cricket Australia General Manager of Broadcasting, Digital Media & Commercial Ben Amarfio, Head of Marketing Sonia Bijelic and Marketing Manager Panayiota Ward was a team from M&C Saatchi Melbourne.
The M&C team included managing director David Dahan, ECD Paul Taylor, creative director Tony Banks, creatives Mathew Hine and Mike Plumridge, plus account director Pia Christiansen, senior broadcast producer Jessica Norton, producer Anne Comber and strategists Rachael Kimber and Grace Wallace.
Media work was run by MediaCom, production was by NB Content and Method Studios, with sound from Sound Lounge and music composed by Ned Beckley and Equate Studios.
Activative Comment:
The English summer cricket season may only be a few days away, but in Australia they are already counting down to the 2017/18 Ashes.
This, as is so often the case with Anglo-Australian contests, is less of a rights holder marketing and more of a national ‘rallying call’,
It follows on from Cricket Australia’s previous Ashes work such as 2013 ‘Rivalry Unites Us’ (see case study), while English bowler Broad has appeared in several Ashes activations in recent years – on both sides of the globe.
An example of his previous Ashes activation ambassador campaign was his role in co-team sponsor Hardy’s 2015 campaign (see case study).
Links:
Cricket Australia
https://www.youtube.com/user/cricketaustraliatv
https://twitter.com/CricketAus
https://www.instagram.com/cricketcomau/
https://www.facebook.com/cricketcomau
M&C Saatchi Melbourne
