The England and Wales Cricket Board (ECB) has launched a summer-long Digital Out Of Home (DOOH) drive to promote the action and excitement from England’s 2016 summer internationals against Sri Lanka and Pakistan. The dynamic DOOH campaign incorporates live scores from each match, campaign imagery celebrating wicket, run and other major milestones as they happen and, on select sites, the latest from the @EnglandCricket Twitter account.
The campaign represents an innovative approach to delivering the ECB’s marketing strategy, which aims to raise awareness of England Cricket, connect with existing fans and attract new followers to the sport. The campaign launched today in Leeds for the Headingley test and will run on DOOH sites within or close to each host city during each match.
The campaign was designed by the ECB’s retained creative agency, Matta, and produced by Grand Visual, with Opta Sports providing the live scores and match data. Dynamic delivery is managed via OpenLoop, the Digital Out of Home campaign management dashboard, which combines the three data sources: live match data, the @EnglandCricket Twitter feed and the reactive campaign imagery.
The dynamic DOOH campaign will also be live for the England women’s Natwest IT20 match against Pakistan, which forms part of a double header IT20 alongside the men’s match against Sri Lanka at Ageas Bowl on Tuesday 5 July. The digital outdoor site for this match will be at Westquay Shopping Centre in Southampton.
In total, the dynamic DOOH campaign will run across 9 cities including Leeds, London, Manchester and Birmingham, span 4 media owners and takes in over 20 different outdoor sites. In addition, the ECB will be running their It’s Not Just Cricket campaign on a further 10 outdoor sites at key times when international matches are not in progress.
The campaign was planned and booked by Talon and AMS, and utilises large, iconic, proximity DOOH inventory to take the buzz and excitement of each match beyond the cricket ground’s perimeter and extend the action within the host city.
Rob Calder, Head of Marketing at ECB commented:
“Our ambition is to raise awareness of the world class cricket being played this summer, and keep sports fans connected to the action. Exploiting innovative digital outdoor media in this way will link to our online activity and deliver a cohesive campaign across channels.”
Dan Dawson, at Grand Visual commented:
“This campaign from the ECB represents an intelligent use of the medium that will delight fans across the UK. The campaign is fresh, geo-targeted and plugged into ECB’s all important online and social channels.”