In addition to the usual on-field, on-stump and in-ground signage and hospitality, a traditional ad campaign, an event-led experiential programme and a set of internal employee initiatives, English test cricket title sponsor Investec is also running a multi-pronged digital campaign spanning online promo spots, a live stats tool, web-based match updates and analysis videos, a player masterclass series and two ticket-led competitions.
These activation strands largely revolvd around Investec’s digital cricket hub – at https://cricket.investec.com/#/welcome – which was promoted through several channels including a short promo spot.
The financial brand’s Ashes 2015 activation initially launched with two ticket-led competitions: in May the test title sponsor launched a ‘Zelfie’ photo competition, followed by a list-building mechanic called ‘Investec Cricket Draws’.
Both were incentivised by enticing entries with the chance of winning Ashes tickets.
The #Zelfie competition, aiming to drive engagement by asking cricket fans an customers to tweet a photo with Zebbie using the hashtag #Zelfie to enter the ticket draw (with winners drawn at random).
The competition, running from 13 May to 24 August, was fronted by Investec’s Zebera animal mascot ‘Zebbie’ and was promoted with a film following Zebbie’s adventures as he tries to tweet the best #ZELFIE in a bid to win tickets to the Investec Ashes).
On 19 June Investec hosted an Ashes launch event, fronted by ambassador and England bowler Stuart Broad in Paternoster Square (in the heart of The City of London).
The experiences on offer stretched from meet-and-greet opportunities, tips and advice, a speed bowling competition and the chance to win a pair of tickets.
Also, on 3 July, before the Ashes action got under way, ambassador Broad took part in Investec’s employee activation programme by appearing at the financial brand’s offices to talk to staff and challenge them to play Investec Office Ashes.
This initiative also aimed to encourage office workers to start their own #OfficeAshes.
Broad was also one of the current England squad players to front a set of Investec skills masterclass videos:
Broad:
Stokes:
The main advertising activation phase then ramped up in July with OOH, digital outdoor, press and online executions across the UK.
Investec also posted its main Ashes promo film on its cricket hub and on its YouTube channel and across its other social platforms.
Launched on 6 Jul, the film interviewed former and current England stars to discuss what it means to wear play for the country. The film stars Alastair Cook, Jimmy Anderson, Stuart Broad, Joe Root, Moeen Ali, Jos Buttler and John Edrich.
Cut down and edits of this main film then ran as teasers prior to each individual test match – such as this version on 3 August:
There was also the seemingly compulsory ‘Behind-The-Scenes version.
Also on 6 June, Investec launched an instructive ‘How England Can Win’ online video featuring recent Ashes stars such as Simon Jones, Geraint Jones, Matthew Hoggard and Andrew Strauss.
Once the action began, the series sponsor offered fans a live, online data tool – the Investec Test Tracker – that included real-time test statistics, facts, photos, player profiles and news.
(see https://cricket.investec.com/?utm_source=PPC&utm_medium=Adwords&utm_campaign=Cricket#/welcome)
The Test Tracker was promoted via its own online ad,
and it also featured in a set of daily wrap reports from analyst Simon Hughes (continuing Investec’s approach of driving engagement through expert analysis).
Investec’s cricket Twitter account is also actively keeping young adult audiences up to date with the test action, the statistics and key series milestones.
Ben Stokes reaches his half century but then is immediately bowled by an away swinger from Mitch Starc #InvestecAshes pic.twitter.com/RPOyhODZCE
— Investec Cricket (@InvestecCricket) July 8, 2015
Comment
Along with premium supermarket brand and England shirt sponsor Waitrose, Investec is the most visible brand involved with England Test Cricket.
Investec’s title sponsorship with home English Test cricket began in 2012 and runs until 2021 – making it the longest partnership deal that the ECB has ever signed.
2015’s Investec Test Match cricket opened with the series against New Zealand, but peaked for the five match Ashes series.
It will be followed by two further home Ashes Test Series against Australia in 2015 and 2019, and major tours by Pakistan in 2016, South Africa in 2017 and Indian in 2018.
The sponsorship sees the financial brand’s name included in the title of the series – ‘The Investec Ashes’, and the rights package includes having Investec branding on the field of play, the stumps and on multiple advertising boards.
But Investec’s integrated and committed application of social media in its activation programme demonstrates the financial brand’s comprehensive commitment to using the sponsorship as more than just a business-led hospitality play.
The relaxation of Investec’s usual strict creative consistency and the usual serious, stylish tone of its marketing assets (and the introduction of some softer and warmer creative such as Zelfie), also suggests a genuine commitment to communicated to the general public and all cricket fans rather than just its business demographic.
Although we do wonder quite where everyday cricket lovers not working in and around the city are quite meant to find an Investec zebra to take a Zelfie with?
Links
Investec Cricket Hub:
Investec Cricket Twitter:
https://twitter.com/investeccricket
Investec Sport Facebook:
https://www.facebook.com/InvestecSport
Investec YouTube:
https://www.youtube.com/user/Investec
ECB Website:
http://www.ecb.co.uk/
