ICC MEN'S CRICKET WORLD CUP
RETHINKING CRICKET TO REACH A YOUNGER, MORE DIVERSE AUDIENCE
The ICC wanted to transform existing perceptions surrounding the sport to reach a younger and more diverse audience ahead of the 2019 Cricket World Cup. Tapping into cricket’s multi-cultural fanbase and championing the inclusive values of the tournament, we created a 12 month programme of live events, social media content and innovative partnerships to encourage new audiences to “rethink cricket”. It started with the Young People's Laureate, Caleb Femi, setting out a CWC declaration for fans to celebrate 'One Year To Go'. The content launched on social and the words appeared as a mural on London's Brick Lane. The 100-day Trophy Tour then took the World Cup on an unexpected journey around the UK culminating in three Super Saturday events across London, Manchester and Bristol.
To engage communities online ahead of the tournament, we created social content featuring cricket legend, Freddie Flintoff and DJ Chris Stark who travelled around the UK to meet the most diverse, inspiring and unexpected cricket fan groups from the UK, showcasing their unique stories of cricketing fandom. A few weeks before the tournament, we launched a music partnership that showcased the vision of the World Cup like never before. The official track of the ICC Men’s Cricket World Cup 2019 by LORYN and Rudimental became one of the biggest songs of the summer, being played on the ground and across televised events. Finally, the campaign culminated with a star-studded opening ceremony on the Mall, officially launching the tournament through a live broadcast to the global cricket fanbase.
'Stand By' has had over 2.9m listens on Spotify, with the official video receiving over 2.1m views on YouTube. Demand for opening ceremony tickets outstripped supply by over 8 times, with 42k applications versus a 5k allocation and the live broadcast achieved a reach of 1.7 billion globally, with 6.5m views on YouTube and 132k likes.