We’re delighted to announce our ‘Express Yourself’ campaign for client England & Wales Cricket Board (ECB) has been shortlisted in the travel, leisure and sports category at the The Drum’s Digital Industries Awards.
“Express Yourself” is the mantra Eoin Morgan, the England captain, regularly uses to inspire his side before they take to the field.
These words were taken as the inspiration for a campaign to run throughout the Cricket World Cup that aimed to connect a new generation of fans with an exhilarating England team, full of diverse characters.
Like the players’ approach on the field, the campaign was exciting, innovative and progressive.
A suite of inventive content ideas gave an insight into the players’ personalities, making them more relatable for a 16-24 year-old audience.
This was delivered through a multi-channel campaign that was continuously optimised in response to what was happening on the cricket field.
The result was a campaign that exceeded all targets, set engagement records and created a platform for ECB’s 2020-2024 strategy to build from – aiming to inspire generations to think “cricket is a game for me”.