Cricket Australia asks “Who’s Game?” in TVC for the KFC T20 Big Bash League via M&C Saatchi
A new campaign that draws parallels between KFC T20 Big Bash League cricket and the world of video game entertainment has been created via M&C Saatchi, to kick off this summer’s KFC T20 Big Bash League.
The “Who’s Game?” campaign, which will be featured across TV, print, outdoor and digital mediums, draws upon the characteristics of video game graphics to showcase the on field action and off field entertainment of the KFC T20 Big Bash League.
Research into the gaming industry in Australia reveals that 65 per cent of Australians play video games of some sort[1], highlighting the diverse audience consuming this form of entertainment. This broad appeal of gaming and the hugely popular trend of gamification served as inspiration for this season’s KFC T20 BBL campaign concept. The campaign harnesses the appeal of gaming to speak to fans, young and old, in a way that is relevant to them. Also, just as video games ask gamers to pick a side, the “Who’s Game” campaign also serves as a call-to-action for fans to pick a BBL club and feel the excitement of cheering them on in the upcoming BBL|04 season.
Campaign TVCs feature on and off field highlights from previous seasons of the BBL overlayed with stylised graphics drawn from a huge range of video games, with some of the big personalities from the eight BBL clubs as well as the Network Ten BBL commentary team being featured to highlight the fun and rivalry of the competition.
The gaming graphics and styles carry through the print, digital and outdoor creative of the campaign, with distinctive colour palettes and graphics assigned for each BBL club to promote the personalities of the teams.
In addition to the TV, print, outdoor, and digital elements of the campaign, a KFC T20 Big Bash League mobile game is being produced for BBL|04 and is scheduled for launch in December. The TV ad for the Sydney Sixers can be viewed here.
The KFC T20 Big Bash League returns for BBL|04 on 18 December with the Adelaide Strikers taking on the Melbourne Stars at Adelaide Oval, with every ball live on Network Ten.
[1] Digital Australia 2014, IGEA Research Reports (http://www.igea.net/2013/10/digital-australia-2014/)
11 Comments
oh dear…
Smart strategy, kids will love it
It’s hard to make cricket look good, I’ll give you that. But it’s also hard to make it look this bad. Well done M&C. Looks like it could be a top order collapse and a short innings.
Oh no! E Honda threw up all over the screen! Not try to be negative, but this doesn’t make sense. Strategy yes. Creative no.
Tough brief ever year – easy to throw virtual grenades. Some chance of a high score.
So shit.
80% of blokes watch porn too…doesn’t mean you randomly try and associate yourselves with it. M&C had tennis Australia for about 5 minutes and produced drivel, so this will probably go the same way and CA will be pitching it out again
Its smart. Let’s face it, BBL is cricket candy. It’s designed to get the kids into the sport and keep them and their parents entertained with lots of action in a short time frame. 10 out of 10 M&C for delivering on something a 12 year old will relate too. Anyone who reads this blog is getting too old anyway.
It’s definitely different to what they’ve done before. Nice answer to a tough brief.
Jesus. That is pure shit. Those responsible should just pack their things and leave quietly.
Lighten up everyone! It’s a fun ad for a fun sport. Love it.