October saw ASICS release a fresh, fully integrated campaign activating its Cricket Australia partnership called ‘Move As One’ that aims to boost support of the Australian team ahead of this summer’s international cricket series.
An adaption of the brand’s ‘I Move Me’ global proposition (see 2017’s launch campaign and 2018’s expansion case studies) , the initiative launched as the Australian team played in the UAE ahead of its upcoming summer home matches against South Africa, India and Sri Lanka.
The work, developed by ASICS Oceania in harness with creative agency Connecting Plots and Infinity Squared, encourages fans to ‘Move as One’ and ‘Show Your Support’ and aims to drive purchase of the new Official Replica and Supporter range.
The campaign copy subtly and indirectly refers to last year’s national team ball tampering scandal: “Sometimes it takes a knock to reignite a passion. Sometimes pain shows how much you care”.
The creative features a blend of current star players (such as Mitchell Starc, Josh Hazlewood and Glenn Maxwell), as well as real cricket fans from the grassroots, the junior and the amateur game.
The work spans the usual digital and social channels – including YouTube
and Instagram.
The executions, which all link consumers to the online purchasing platform at https://www.asics.com/au/en-au/mk/cricket, have been created to be native for both skippable and non-skippable digital and social environments.
“Cricket is inherently part of our culture and this campaign encourages all Australians to show their support of our national team,” explains , ASICS Oceania general marketing manager Simone Bushnell.
The creative was developed by Connecting Plots, while the campaign was produced by Infinity Squared, the director was Phillip Sage, the producer Chris Seeto, the DoP was Campbell Brown, the editing was handled by Cameron Drew and colour by Matt Fezz.
Comment:
This is one of a set of campaigns ahead of the showpiece summer season that sees Cricket Australia and its commercial partners roll out a wave of marketing to reconnect fans to the sport following last year’s cheating scandal in an effort to reboot supporter relationships with and perspectives on the property.
Others include Cricket Australia’s men’s team ‘It’s Your Game’ campaign and women’s team #WatchMePlay & #WatchMeGrow initiatives, as well official broadcaster Fox’s ‘Cricket Like Never Before’.
Will this concerted attempt to recover from the ball tampering scandal and restart the nation’s love affair with the sport, the team and its players work?
We will have to wait and see.
After all, the marketing is the lesser half of the recovery strategy. It is the players – both in their demeanour and the way they play the game – who will have the biggest single influence on the matter.
Links:
Asics
https://www.asics.com/au/en-au/mk/cricket
https://www.asics.com/au/en-au/
https://www.youtube.com/user/asicsoceania
https://www.instagram.com/asicsaustralia/
https://twitter.com/ASICSaustralia
https://www.facebook.com/ASICS.GB.IE/?brand_redir=107538159288000
Cricket Australia
https://twitter.com/CricketAus
https://www.instagram.com/cricketcomau/
https://www.facebook.com/cricketcomau
https://www.youtube.com/user/cricketaustraliatv
