ECB targets younger fans with England ODI team campaign

The England and Wales Cricket Board (ECB) has launched a new marketing campaign to target young audiences as the England team prepares to compete in the ICC Men’s Cricket World Cup.

The governing body for cricket in England and Wales is hoping the tournament will provide a platform to engage new fans and create a connection with the team during a summer in which the men’s side will compete in the World Cup and the Ashes series with Australia.

“The campaign absolutely embodies the way [the team] go about their cricket on the pitch and also their personalities off the pitch,” Jenny Smith, head of marketing, ECB told SportBusiness.

“They’re an incredibly exciting, diverse group of people and this campaign is really about celebrating the team as a whole and the way they go about their cricket and it’s designed to connect this group of players with a new generation of fans.”

The creative for the ‘Express Yourself’ campaign was developed by the Matta agency which has previously worked on marketing campaigns for the England Women’s football team and the last Ashes campaign for the England men’s team.

Various versions of the film will play out across owned, earned and paid channels in the coming weeks, including YouTube, Instagram and Facebook. The ECB has also paid for a countrywide cinema advertising campaign.

“We think [cinema] is a real lean-in medium,” said Smith. “It’s perfect for our target audience of 16-24 year-olds and we know that in cinemas people tend to have their phone off and they are more focused, so it’s a great way for us to be putting this great film in front of them to capture their attention.”

The ECB has also partnered with the Freuds communications and public relations agency to co-create a series of videos pairing influencers with members of the team with shared passions off the field. One example is a video series in which opening batsmen Jason Roy meets a professional drone racer.

“It’s about finding people the players are going to connect with, and that feel authentic, but also having the connection through their own audiences that reflect the audiences we are trying to target with this campaign,” said Smith.

To watch the campaign, click here.

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