Ogilvy conceptualises Cricket.com’s new ad campaign

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Cricket.com is a new sports content website and app for cricket fans powered by innovative data driven insights and content offerings. It comes loaded with smart fan features to enhance the cricket experience like never-before.

With smart features like Player Match-Ups, Who is Winning, and the analytics platform CriclyticsTM, Cricket.com will offer a whole new experience to cricket fans with a greater focus on the use of data in live match scenarios to deliver an exciting second screen experience.

Through the launch campaign, the brand wanted to build awareness and attract cricket fans to the website and app by showcasing its unique data driven features. The challenge was to shine in a marketplace choking with cricket imagery and ads while still conveying that Cricket.com is made by cricket fans, for cricket fans.

Kiran Antony, Executive Creative Director, Ogilvy said, “Most of the existing websites and apps mainly revolve around providing live cricket scores with commentary. Where cricket.com stands out is with Criclytics – a powerful data analytics tool that provides match insights like never before. The creative idea came from the domain name itself – Cricket.com – which gives a feeling that this is the headquarters of cricket. We personified this by creating a physical place where experts track everything about every match across the world and give relevant suggestions through Criclytics.”

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Three films have been created. Each film picks up a specific feature of the platform and showcases it in a live match situation. In all three films, we showcase a fictional Cricket.com office staffed with data scientists and nerds monitoring every minute of the live game to come up with engaging data driven insights. Each film shows a moment in which either the player or the fan is facing a decision, and Cricket.com saves the day through its data driven insights. The film tickles the funny bone of the cricket enthusiast with all the films featuring familiar decisive moments during a match.

Deepak Gullapalli, CEO – HD Works said, “India’s biggest religion is cricket and we want to play a bigger role in this space. We already have a sports game platform via Fanfight and we plan to reach out to a larger base of cricket fans via cricket.com. We wanted to bring out the unique features of Cricket.com in the communication campaign and get cricket fans to engage with this content enthusiastically. We hope to provide an unmatched second screen cricket experience to the true cricket fan.”

Credits:

Client’s name: Deepak Gullapalli, CEO- HD Works

Agency: Ogilvy

Executive Creative Director: Kiran Antony

Creative Team: Nandini Biswas, Sudhir Pai

Account Management Team: Digvijay Singh Shekhawat, Prakriti Pushp

Planning: Anirban Roy, Easo John

Production House: Corcoise Films

Director: Vishwesh Krishnamoorthy

Also Read: HDW diversifies into sports content generation with Cricket.com


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