Supermalt - Cricket
We’ve knocked it out of the park for a 6!
As part of our multi-pillar content approach with Supermalt, we embarked on a tactical plan to reconnect with the origins of our demographics.
Cricket was identified as a sport that remains close to our consumer’s hearts; after all, cricket is the most popular sport in the Caribbean. This theme is also connected with the Supermalt Pavilion and our experiential activation at the Notting Hill Carnival.
We structured the whole campaign as a phased approach, allowing us to ease our communications with key demographic segments. Most importantly, it allowed us to bridge the gap between our older and rapidly growing younger consumers.
To do this, we partnered up with the Marylebone Cricket Club (MCC) at the home of English Cricket – Lord’s Cricket Ground. We created a series of light-hearted ‘challenge videos’ with their youth team to activate the brand’s younger audience members.
We received over 100 videos back of young families getting involved, which synced perfectly with some of the simple games we put together for the ‘family day’ at the Notting Hill Carnival.
HOWZAT?!
Check out one of our biggest activations in the year - Supermalt x Notting Hill Carnival.