Developing cut through creative for the England and Wales Cricket Board (ECB)

Threepipe Reply has been the lead agency in the development of the Vitality Blast (formerly NatWest T20 Blast) for the past 10 years. As lead agency, we have delivered brand creation through to redevelopment and content strategies. With creative and media buying integration across Threepipe Reply, we have ensured that Vitality Blast brand awareness, ticket sales and attendance has increased year-on-year.

In 2017, we redefined the Blast brand, producing a summer-led and flexible brand to reflect the target audience and ensure consistent usage across county stakeholders. We created an extensive content suite, with original filming and green screen, to support the overriding ticket sales campaign. All outputs and assets were created with the brand strategy for the tournament at the heart.

The brand itself was created with simplicity of design, and a clear link to the summer-based tournament, highlighting exciting moments and big players. Through an elemental design, the brand could be adapted for all 18 counties in the tournament. It has also led to subtle evolutions year-on-year to retain a fresh feel.

The brand was and continues to be used widely by all stakeholders, ensuring increased brand awareness year on year.

As part of our campaign, we produce original content assets that lean on our identity for Vitality Blast, incorporating the visual identity and encapsulating the fun, local celebration positioning of the tournament. Used for social content and engagement, as well as tailored in-ground content for large screens with an audience-led approach (and taking learnings from previous years) to ensure maximum engagement at matches.