ESPNcricinfo, the world’s leading digital cricket brand, has unveiled its new campaign “Cricket’s Biggest Fan Club on Earth”. The campaign reiterates ESPNcricinfo’s industry leadership and is part of its strategy to go beyond sales and industry rankings and reinforce the strong bond it shares with cricket fans in India.
Through the new campaign, ESPNcricinfo wishes to acknowledge its growing tribe of fans and empower them to raise their game. Owing to its fan-first philosophy, ESPNcricinfo has become home to the largest fan base of cricket in the world and has been able to establish a strong goodwill and trust with its constantly growing follower base. This campaign rings true to everything that ESPNcricinfo has been about since its inception – an unbiased voice of cricket and that’s an authority that the fans have bestowed upon it.
ESPNcricinfo has constantly evolved over the years, adding new content, new voices and new platforms but what has remained constant is the love of its fans. The campaign portrays this via powerful yet real situations from every fan’s life through the television commercial and a series of digital ads. Whether it is following a match while in the outdoors, or watching an expert analysis in the privacy of your washroom, or following ball-by-ball commentary during your commute or analyzing the stats of the game while at work, ESPNcricinfo is the only place that helps fans keep their passion for the game alive.
Gaurav Thakur, Director, Business Development and Head of Marketing says, “The promo film conveys our brand proposition in a tone that is light-hearted, youthful, and relevant. The ‘biggest fan club’ theme celebrates ESPNcricinfo’s legacy and authority. No one else has been in this game for as long as ESPNcricinfo has, with a genuine and loyal fan base. We have been known worldwide for being the original, and best, home of the highest-quality news and analysis. Through the campaign, we wish to appeal to the new generation of users to join the growing tribe of ESPNcricinfo.”
“As we prepare to enter our 25th year, ESPNcricinfo stands committed to the game and the fans that it was born to serve. This campaign is merely a renewal of that pledge”, adds Gaurav Thakur.
The campaign has been designed by Left Meets Right, under the direction of John Francis from Carbon Black Films. The voice over in the television commercial tells the story of the fans and the rules they live by – united by their love for the game, and delivers the underlining message of ‘This is ESPNcricinfo. Cricket’s Biggest Fan Club on Earth’.
The television commercial went on air on 20th August during the first India vs Sri Lanka ODI match and will continue to air through the tour along with a high impact digital campaign.
To view the TV campaign:
YouTube (1 min): https://youtu.be/GLBOTPo7XUs
YouTube (30 seconds): https://youtu.be/rl_8BbK_CFU