Amidst the turbo-charged promotions marking the start of the Indian Premier League (IPL) and the early anticipation activation around this Winter’s Anglo-Australian Ashes clash, the English cricket season has begun in its usual sedate style accompanied by some classic campaigns such as Gunn & Moore’s (GM) ‘Made By England’s Best’.
The campaign is spearheaded by a 60-second film showcasing the brand’s 130-year heritage of making cricket bats in the UK.
‘The GM Difference’ video, which features both present day stars and iconic cricketers from the past, tells a story about GM’s passion for the game, why it stands out from its competition and aims to promote the GM brand to cricket retailers as well as consumers.
The ad is being distributed via several media partnerships, plus a programme of digital media buys and via GM’s own professional ambassador players and across its own social channels.
These include YouTube, Twitter
GM is different for a reason – watch our film and find out why #dxm #mbeb #old #new #cricket #easter pic.twitter.com/PLyxaZrCvL
— GM Cricket (@GMCricket) April 4, 2017
Facebook,
and Instagram.
The campaign aims to demonstrate why the company remains one of cricket’s most enduring brands and demonstrate GM’s commitment to making all their DXM English Willow bats in their own factory in Nottingham, England.
Rolling out in early April to leverage to start of the cricket season, the film continues GM’s current umbrella ‘Made By England’s Best’ marketing strategy which was first launched in late 2016 and reflects both the brand’s tradition and heritage, as well as its design innovation and commitment to the game’s grassroots.
‘We wanted to develop a humorous way of explaining GM’s commitment to cricket,’ explains Edward Lowy, the managing director of GM parent company Unicorn Products Ltd.
‘We feel that this film is an innovative and different way to communicate our heritage and craftsmanship. We believe that ‘Made By England’s Best’ and our new film successfully conveys our passion and commitment to cricketers of all levels.’
GM Cricket are bat makers based in Nottingham England, creating bats for cricketers playing all over the world – blending over 125 years of expertise with the love of the game.
Activative Comment:
Amidst the razzmatazz of the bold and brash marketing activity around the IPL, this old school cricket campaign presents an alternative approach to the game – one revolving around heritage, tradition, craftsmanship and commitment.
Thus it also highlights to current parallel perspectives on the game: a youth-led, global entertainment property as represented by 20/20 game and the slower, traditional game of values and history.
Links:
GM
https://www.youtube.com/user/GunnAndMooreCricket
https://www.facebook.com/gmcricket/
https://twitter.com/GMCricket
https://www.instagram.com/gmcricket/
