The International Cricket Council (ICC) has teamed up with comic (and official guide) Chabuddy G (or CWC) for new cricket comedy film series to promote next year’s Cricket World Cup.
Chabuddy G, played by actor/comedian Asim Chaudhry and based on the character from the ‘People Just Do Nothing’ TV show, acts as the tournament’s official guide and fronts a film series exploring cricket passion ahead of the 2019 ICC World Cup 2019 – which will be hosted by England and Wales between 30 May and 14 July 2019.
This mix of cricket and comedy aims to drive engagement and awareness of the tournament among a new non-cricket audience.
The campaign, created by Ogilvy London (the appointed PR agency for the ICC Cricket World Cup 2019) working with Black Shark Media, sees the comedian assume the role of the cricket inspired character ‘Chabuddy CWC’: a self-proclaimed ‘cricket connoisseur’ who plays the role as the Official Guide to the ICC Cricket World Cup 2019.
The spots see the comic meet cricket icons, personalities and stars and learn more about the game he loves.
The launch film, released on 21 August,
is the first of a set of three.
The follow-up spots see Chabuddy CWC learn the rules and nuances of the game from famous cricket names such as umpire Dickie Bird,
commentator David ‘Bumble’ Lloyd,
and meet up with both the Bharat and Barmy armies.
The spearhead campaign videos are supported across media, digital and social channels and activation will continue around key milestones and countdowns in the lead-up to the competition.
“It’s been brilliant to work with Chabuddy G on this fresh and exciting campaign, which will help drive engagement and awareness of next summer’s tournament with people outside of our core cricket audience,” explained Rachel Frazer, Head of Communications for The ICC Cricket World Cup 2019 in England & Wales.
“The Public Ballot offers fans the chance to be at the heart of a great celebration of cricket, and we know they will create an exceptional atmosphere at each of the 11 ICC Cricket World Cup venues across England and Wales.”
Comment:
This comedy campaign follows on from the launch of the tournament’ public ticket ballot on 1 August – which was promoted through a major marketing and PR campaign called ‘Are you in?’ (created by agency MATTA) (see case study).
The Ballot, which remains open until 29 August, gives fans a chance to register for tickets to watch a total of 48 matches taking place across some of cricket’s oldest and most famous venues – see www.tickets.cricketworldcup.com
This will be followed by a general sale of remaining tickets at the end of September and supported by a re-sale platform for fans to exchange tickets.
The tournament will star when hosts England open the tournament at The Oval on 30 May against South Africa, after which defending champions Australia begin against Afghanistan on 1 June in a day/night match in Bristol.
The final itself will be held at Lords on 14 July.
The World Cup will conclude when the final takes place at Lord’s on Sunday 14 July.
The ICC simultaneously launched its World Cup Trophy Tour with a set of spots about the tour (sponsored by auto partner Nissan),
and the trophy itself.
Links:
ICC
https://www.instagram.com/icc/
https://www.youtube.com/user/CricketICC
Ogilvy
