S3 Help Glamorgan CCC Make Cricket #MORETHANAGAME
Slow, dull and punctuated by long periods of inaction with matches lasting up to five days: it’s fair to say that cricket doesn’t have a reputation as being a particularly exciting sport.
Changing that reputation was the focus of Glamorgan County Cricket Club – the oldest registered Welsh team of any sport – as they looked to launch a creative campaign to promote and increase attendances for their T20 matches; a faster, shorter, more action-packed cricket experience in comparison to the traditional test match format.
Bowled over by S3’s initial pitch, our concept challenged the perception that cricket was a mundane affair. Having researched market trends, we found that making fans and potential customers feel part of the experience was an effective strategy.
Combining an intriguing tagline – More Than a Game – with a fragmented design that showed a cricket ball smashing through the ad, we wanted to break the fourth wall and build a relationship between the cricket club and the viewing public to make them feel part of the action.
The outcome was a truly engaging campaign that successfully portrayed the T20 experience as a dynamic, exciting, fun-filled way to begin the weekend.
Cricket? Boring? Not on our watch.
“S3 have impressed us with their artwork, range of services and expertise. They synthesised the brief expertly and we have been delighted with the quality of their work as well as their helpfulness and professionalism, particularly in meeting a tough deadline and getting our campaign live at short notice.”
– Michael Temple / Head of Commercial, Glamorgan CCC
For more information on this creative campaign, please email S3’s Design Manager, Steve Lewis: firstname.lastname@example.org
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