Leveraging the launch of the new kit and the unveiling of the Proteas squad for the 2019 ICC World Cup,
Here’s your team South Africa! #ProteaFire #CWC19 pic.twitter.com/sAcso5pu1f
— Cricket South Africa (@OfficialCSA) April 18, 2019
April saw New Balance team up with Cricket South Africa (CSA) on a campaign themed around ‘seizing your opportunity’ that aimed to inspire the team and the fans ahead of the summer’s ICC Cricket World Cup.
The integrated initiative, which extends the ‘Worn As One’ idea launched by the CSA’s official technical supplier last year and takes a fan perspective, aims to unite the country in support of the Proteas and, of course, to get people buying the new kit.
Developed by agency Levergy, the campaign structure revolves around two key phases.
The initial launch stage was spearheaded by a hero commercial that debuted on-air to coincide with the CSA squad announcement and the kit reveal event.
Today is the day we move towards greatness, stand in front of the world and show them who we are
New Proteas 2019 replica kits are now available in stores nationwide and online here: https://t.co/nwLdtEdBRx#WornAsOne #ProteaFire pic.twitter.com/IHWZv6LhRZ
— New Balance SA (@NewBalance_SA) April 29, 2019
It also linked to a ‘Worn As One Book’ strand which called on South African’s to send an online motivational message to the team online.
Fans are encouraged (and incentivised through a team shirt competition) to send messages that reflect their Proteas allegiance and show their passion for the team and the players and which encourage them to seize their opportunities.
Send a message of support that could be included in a special motivational book that will travel with the team to the world cup.
Send your message here. https://t.co/C9ZEGHbLja
#WornAsOne pic.twitter.com/iAUxZ5ef5b— New Balance SA (@NewBalance_SA) April 22, 2019
Each fan’s message, signature and photograph can be submitted online at a bespoke microsite (https://www.wornasone.co.za/) and via the New Balance feed and then selected entries will be compiled into a hard copy book that will be presented to the team before it departs for the tournament in England and Wales.
This one-of-a-kind, physical book will travel with the squad through their tournament journey around England and Wales and will act as an illustration the unwavering South African support and to serve as a source of motivation ahead of each match.
Players will read out messages at team events and we also send fans messages back across social channels in the lead up to matches.
The initiative and the kit are being promoted via creative executions and content across the brand and the team’s digital and social channels.
You could win a replica proteas world cup shirt by sending the team your message of support.
Leave your encouraging words here: https://t.co/C9ZEGHbLja#WornAsOne pic.twitter.com/SC3V850owl— New Balance SA (@NewBalance_SA) April 26, 2019
New Proteas CWC kits available in stores nationwide and online at https://t.co/cczr1iDbLg. Get yours now! #WornAsOne #ProteaFire @OfficialCSA pic.twitter.com/VV4r35OukB
— New Balance SA (@NewBalance_SA) April 19, 2019
Today is the day we move towards greatness, stand in front of the world and show them who we are.
It’s time to seize our opportunity and wear our hearts as one.
Proteas kits available from 19 April. #WornAsOne #ProteaFire @OfficialCSA pic.twitter.com/nImugCXOYZ— New Balance SA (@NewBalance_SA) April 18, 2019
The Proteas play hosts, England, in the opening match of the 2019 ICC Men’s Cricket World Cup on the 30th of May at The Oval in London. Inspire the #ProteaFire and show your support at https://t.co/zFevN4NRSi #CWC19 #MondayMotivation pic.twitter.com/KdITrYpJRo
— Cricket South Africa (@OfficialCSA) April 29, 2019
The creative and the book itself add to a #WornAsOne campaign that has been designed and developed to celebrate the diverse make-up of the Proteas team, their fans and the strength that this brings.
It is also meant to act as a challenge to players and supporters to remember that although they may be different, they are all playing for a common purpose.
“The Proteas are proud to have South Africans from all cultures and backgrounds behind us whenever we take the field. This is an immense source of strength for us as a team,” commented Proteas Captain Faf du Plessis.
“We are also proud to be a catalyst with the ability to bring South Africans together under one banner – support for the Proteas. We value every message of support we receive from our fans and therefore urge all of South Africa to come together to show their Protea fire and contribute to the #WornAsOne initiative.”
“The Proteas have become one of the most diverse teams in world sport which mirrors South Africa as a nation,” explained of New Balance South Africa country manager Craig Bowen.
“Through #WornAsOne we want to emphasise that no matter your background, we are all South Africans and are bonded by the Proteas. This is your opportunity to come together as one to show the team that all of South Africa is behind them.”
A second activation phase will rolls out in May and will be a more player focused marketing strand and will continue to carry the umbrella campaign’s #WornAsOne and #ProteaFire hashtags.
Comment:
This breaking campaign is an evolution of the sportswear brand’s existing CSA work launched last year led by a player focused approach which included an ODI kit launch campaign called ‘Worn As One’ that showcased a set of seven team values (see case study).
We particularly like the consumer-created idea of using contemporary media channels to create an old school, physical book – something tactile with a solid and heartfelt look and feel which reflects the emotional power of the messages.
Plus, of course, it leverages something of a contemporary trend as print book sales are back on the rise again: Nielsen BookScan statistics show that the print book market in the UK grew 2.1% in value and 0.3% in volume in 2018).
You never know, if South Africa win the World Cup they might even print the book and put it on sale?
This approach also sees the Boston based sportswear brand continue to add to its focus on craftsmanship and curation within its community based marketing strategy.
Links:
New Balance
http://www.feelthefire.co.za/
http://newbalance.co.za/
https://twitter.com/newbalance_sa
https://www.facebook.com/NewBalanceSouthAfrica
https://uk.pinterest.com/newbalancesa/
https://www.youtube.com/user/newbalanceSA
https://www.instagram.com/newbalanceza/
Cricket South Africa:
http://cricket.co.za/
https://twitter.com/officialcsa
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