Melbourne Renegades tells Victorian cricket fans to #GETONRED in new spot via The gemba Group

The Melbourne Renegades have today unveiled a new TVC persuading Victorian cricket fans to ‘get off the fence and #GETONRED’ for the Big Bash League this summer via The gemba Group.

The thirty-second ad – featuring Australian cricket stars Peter Siddle and Aaron Finch – will run on Channel 10 to kick start the team’s membership campaign for BBL|03. It features an indecisive fan’s sudden immersion in the colour red, courtesy of our two Renegade heroes, forcing him to make a call and commit to a local team.

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The ‘It’s Time to Choose’ strategy was driven by The gemba Group’s research findings that showed that 58% of Victorian BBL fans had still not chosen a team to support in the country’s premier Twenty20 competition.

The commercial is supported by ongoing activity on the Melbourne Renegades website – www.melbournerenegades.com.au – as well as via social and digital media.

Boyd Hicklin, executive creative director at The gemba Group, believes that it was time to give fans a simple ultimatum.

Says Hicklin: “Melbourne prides itself on being the ‘Sporting Capital of Australia’ and Melburnians traditionally embrace the concept of great team rivalries, yet more than half of us are yet to choose a BBL team. We wanted to make the point that it’s almost ‘Un-Melburnian’ to be a fence sitter when it comes to cricket. So we’re asking people to take side – red or green, Renegades or Stars – and stop being beige. We think they’ll get on red because the Renegades brand of cricket is the most dynamic, professional and entertaining in the country.”

CEO of the Melbourne Renegades, Stuart Coventry, said the commercial was a vital component of their marketing mix for the season.

Says Coventry: “Competing in a two-team town means we need to continually innovate our approach to communication and content creation to keep our audience engaged and assert our individuality.

“We worked closely with The gemba Group to convey the essence of the Renegades personality – particularly our cheekiness and our passion. The end result is an entertaining commercial that sets us apart for the competition.”

Executive Creative Director:  Boyd Hicklin

Producer:  Murray Sestak