As the ICC ODI Cricket World Cup got under way, official ICC partner Uber released a three-minute tournament anthem titled ‘Way-O, Way-O’.
The anthem itself was composed, produced and curated by Michael McCleary and featuring artists from five countries taking part in the World Cup: Sanam (India), Jahmiel (Jamaica), Catherine Taylor Dawson (UK), Simba Diallo (New Zealand) and the Khayelitsha United Mambazo Choir (South Africa).
The three-minute anthem is released via a film that also features fans from all the participating countries in the tournament.
The campaign, which was written by Ogilvy’s Sonal Dabral (CCO of South and South East Asia and vice chairman India) and produced by Michael McCleary, runs under the hashtag #WorldCupFanAnthem and encourages fans to sing along and cheer their team all the ‘way-o to the top’.
Across India and South East Asia, Uber has also been running additional activation strands including a competition to win tickets to the tournament.
While during the tournament itself, sister company Uber Eats has the title rights to the ICC’s ‘Uber Eats Best Deliveries Of The Day’ from each day’s round of matches.
Comment:
An anthemic approach to activating the 2019 Cricket World Cup is proving a particularly popular tactic.
Other examples of this song-led sponsor strategy range from Puma and Virat Kohli’s #SockThem rap (see case study), through to American Tourister’s Mithali Raj fronted #ChampionsAnthem (see case study), as well as the LORYN and Rudimental official ICC Cricket World Cup song ‘Stand By’ (see case study).
Links:
Uber
https://www.instagram.com/uber
https://www.youtube.com/user/UberWorldwide
Ogilvy (Gurugram)
ICC
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