Launching a new format of cricket
Diversifying the audience for cricket in the UK.
55%
of ticket buyers were new to cricket
19%
of all tickets were sold to children
Pale, male, and stale – the perception of cricket in England in recent years. Clearly, things had to change.
The England and Wales Cricket Board (ECB) revolutionised English cricket with 'The Hundred,' a dynamic format aimed at changing perceptions and attracting new fans.
Overcoming scepticism from the press and traditionalists, we created a brand that resonated with diverse audiences. We recognised that Gen Z seeks speed and instant gratification, finding cricket complex and dull. The Hundred became the solution—a fast-paced format injecting excitement and jeopardy into the game.
To convey this, we launched a ground-breaking 30-second film showcasing male and female players in action, capturing their athleticism and dynamism as we counted down through the Hundred format. Consumer testing validated our approach, with 70% of the target audience finding the film attention-grabbing and thrilling.
