Challenge:

This season saw Southern Brave change their kit colours from green and black to red and blue and embrace the #BornBrave messaging. This brought the challenge of connecting the local community with the new branding as well as an opportunity to excite those new to the Hundred. 

Our work covered five factors:

• Develop a strategic framework for their content and brand positioning that aligned with The Hundred

• Deliver a Paid Social campaign driving ticket sales

• Deliver an Out of Home campaign in Leeds building brand awareness ahead of the tournament

• Ideate and execute all their match day activations to keep the fans entertained all day

• Design in stadium look and feel

 

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​Strategic Execution:

Entertainment Over Sport

The Hundred is one of the biggest family focused sports events in the UK summer, however unlike other sporting events around the world, the focus tends to be more on the experience of the day out vs the actual action of the cricket. We built a strategy focusing more on the fun and excitement of the tournament rather than just the players and their stardom.

 

Paid Media

We developed and executed a clear content plan and funnel strategy to ensure we were targeting the perfect audience in order to drive ticket sales to all home games.

 

Design Direction

Across their Out of Home and In-Stadia branding, we utilised the existing Sunrisers look and feel, but gave it a unique twist for The Hundred.