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ECB - All Stars Cricket

Proposition, Branding and Campaign

How do we halt the decline of cricket in the UK?

ECB were facing cricket fading from the nation’s consciousness with only 2% of children listing cricket as their favourite sport. ECB appointed us wanting to create a brand that would encapsulate their ELP – a programme without an identity or an audience.

We developed and defined All Stars Cricket as the brand, as well as defining the brand guidelines and tone of voice, which were underpinned by audience insights. A detailed insight-piece on audience pricing and UX formed the basis of the programme.

We produced all materials to both engage the cricket network and the wider consumer campaign – including photo shoot, animation, print, digital (static and animated) and radio. A comprehensive strategy to drive club and consumer sign up was implemented.

1,500 All Stars Cricket centres were established in 2 weeks, national coverage on ASC launch, with 10% of sign ups within 5 days of launch. A total of 40,000 children have been recruited to the game!

40,000 children playing in year oneRedefining the game for the next generation
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