Cricket Australia launches new #WatchMe Women's Cricket campaign via Blood UTD

phK0mE1g.jpegCricket Australia today launched #WATCHME, a powerful new marketing campaign created with bespoke sport agency Blood UTD to promote the Australian Women's Cricket Team and the Rebel Women's Big Bash League, to coincide with tickets going on sale for the 2018-19 Women's International Cricket Season.
 
The #WATCHME campaign, which has launched with 6 second and 15 second teasers, digital activity, and promotion via player social media channels, is a bold celebration of the incredible feats of the Australian Women's Cricket Team and a rallying cry for all of Australia to get behind their team and celebrate the team's performances on the field, as well as the hard work it takes to be the best in the world. #WATCHME is a challenge to the doubters, a uniting message for the believers, and a platform that will tell the stories of the great characters of the game and make the members of the Australian team household names.

Screen Shot 2018-08-08 at 10.07.30 am.jpgA 60 second film for the campaign will be released in mid-August, and a 30 second TVC will begin airing from 1 September. #WATCHME will also be rolled out across print, out of home, and digital, while a series of social videos will delve into the stories of players including captain Meg Lanning, Ash Gardner, Alyssa Healy, and Megan Schutt.
 
The #WATCHME campaign will also expand into the Rebel Women's Big Bash League (WBBL) as the fourth season of the competition draws nearer, as well as a variation of the campaign for girls participation.
 
Says Anthony Everard, executive general manager, events and leagues, Cricket Australia: "As we saw with the positive public response to the Women's Ashes last year and the ever-growing popularity of the WBBL, women's elite cricket is going from strength to strength and we believe the #WATCHME campaign reflects this momentum and a fitting celebration of our athletes.
 
"It has been amazing to see the growth in support for the Australian Women's Cricket Team over the past few years, and with #WATCHME we want to tell our players' stories in a compelling way and in so doing mobilise all Australians to show their support for the team."
 
Says David Smith, executive creative director of Blood UTD: "Women's elite cricket has been growing in prominence and popularity in Australia over the past few years and this campaign harnesses this momentum and potential to showcase these incredible athletes and their hard work to more people than ever before. It is a wonderful time to be involved in the sport."
 
The Australian Women's Cricket Team take on Trans-Tasman rivals, New Zealand in the Commonwealth Bank Women's International Series this season, with the two sides to compete across three T20 Internationals (INTLs) and three One-Day Internationals (ODIs).

Cricket Australia
Marketing Manager: Catherine Andruchowycz
 
Agency: Blood UTD
Executive Creative Director: David Smith
Client Partner: Grant Oorloff
Design: Thom Davy

Production House: Blood UTD
Executive Producer: Luke Coulson
Director: Bill Irving
DOP: Kieren Fowler
1st AD: Cameron Mellor
Editor: Chris Brown

6 Comments

Kimmie said:

Nice one Dave – you know how to sport!
xx

Watched. said:

I have watched and unfortunately I have watched similar.
https://www.youtube.com/watch?v=VsjXcipz26I
Shot the same way and finishes with the same line (one supered, the other voiced).
Samsung wins.

MCP said:

I wouldn't watch women's cricket if I was strapped into chair (or iron lung) and forced to watch with my eyes forced open (Clockwork Orange style). Same goes for women's football.

And no advertising in the world would change that.

@mcm said:

Sport is sport. I think women's football is great. it feels way faster and they don't take falls like sissy men. Cricket? Lets see. I'll give it a watch.

Next... said:

Yawn.

Pandora said:

Championing women's rights and sports after FIRING a woman for tweeting on her personal account about accessing safe abortion? You're a joke Cricket Australia.

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