Cleaning supplies, disinfectant and antiseptic brand Dettol reactivated its Cricket Australia partnership during the second year of the tie-up through an extended version of its ‘Bat. Bowl. Dettol’ marketing initiative.
The campaign, created in partnership with agency Saatchi & Saatchi Australia, comes with around half of Australians in lockdown and sees Dettol is calling on all Aussies to continue their healthy hygiene habits in order to protect themselves, the prople they love and the game of cricket which they are so passionate about.
The campaign features Australian cricketers from all parts of the game: including the Australian men’s team, the Big Bash League (BBL) and the NSW State Women’s team. Stars appearing in the creative include Pat Cummins, Nathan Lyon, Mickey Edwards, Ollie Davies, Anika Learoyd, Tahlia Wilson and Emma Hughes as well members of the famous supporter group – ‘The Richies’.
Dettol, owned by Reckitt, launched the integrated campaign with a hero 30-second spot spanning TV and BVOD which was further supported with product specific content across Facebook and YouTube, OOH, in-stadium collateral, display media and owned channels.
Debuting on 5 October, the lead ad’s title is “Every Little Bit is Worth Protecting – Dettol x Cricket Australia’ and the creative brings to life some of the less obvious, but none the less much loved moments of the game as it seeks to remind Australians that every little bit of cricket is worth protecting.
“‘Bat. Bowl. Dettol’ worked incredibly hard for us last year in raising awareness and consideration but most importantly, protecting the game Aussies love,” explained Reckitt Health Marketing Director Henry Turgoose. “Building on its initial success, we wanted to help shape the return of the game, both at a grassroots and national team level, and embed healthy hygiene habits across a range of occasions relevant to the sport.”
The campaign was briefed by Reckitt Benckiser Australia’s marketing team which was led by Marketing Director Henry Turgoose, Category Manager Tala Dajani, Senior Brand Manager Rachel Cain and Brand Manager Orli Winton.
It was conceived and created by a team at Saatchi & Saatchi Australia which included Creative Director Flavio Fonseca, Copywriter Rob Gooden, Art Director Ryder Stevens, TV Producer Liz Nunan, Integrated Producer Simon Davis, Strategy Director Matthew Morgan, Group Account Director Suze Leddin and Account Director Charlie Keeble.
The media agency was Zenith where the team was led by Investment Director Brendan Van Ryn, Digital Director Ali Bremner and Investment Manager James Chapman.
Post production was handled by Prodigious with Executive Producer Tim Pietranski, Offline Editor Aleks Manou, Online VFX Matt Brunner, AE/Online Editor AJ Scarcella and Grade Ben Eagleton.
Music and sound design was by Rumble Studios with Sound Designer Tone Aston, Composer Jeremy Richmond and Music and Sound EP Michael Gie.
Comment:
‘Bat. Bowl. Dettol’ follows on from Saatchi & Saatchi winning a competitive creative pitch to work on the Dettol and Cricket Australia partnership.
Saatchi & Saatchi Australia Creative Director Flavio Fonseca added: “The second iteration of the ‘Bat. Bowl. Dettol’ campaign moves beyond cricket stadiums and into the everyday moments where cricket loving Aussies interact with this beautiful game. From removing unwanted germs after painting stumps on a wheelie bin to quickly sanitising your hands before enjoying a post-match sausage sizzle, Dettol plays a key role in protecting us from germs.”
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