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ECB - All Stars Cricket

Developing a new proposition, brand and campaign

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

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

We defined All Stars Cricket as the brand and developed the brand guidelines and tone of voice, all 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. It included a 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 within 2 weeks and there was national coverage on the launch. ASC received 10% of sign ups in the first 5 days of launch and 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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