ICC uses multimedia out of home campaign

The Flagship Advertising and Communications Group handled the communication and design elements for the campaign aiming to showcase the intrinsic values of One Day International Cricket and not just focusing a commercial brand.

Targeting the market

The ICC have identified the primary target audience as LSM 7-10 families, based mainly in Johannesburg and Pretoria where all the matches will be played, but have implemented an integrated communication strategy at approximately 100 schools, university campuses, mall activations, cinema, television, press, magazines and radio activations.

The multimedia out of home campaign encompasses advertising in TLC's Nightlife holding (Mirror Media) and cinema, mall, gym, sport clubs, airports and campus washrooms with over 4500 impressions targeting in excess of 12 million consumers monthly.

Wideopen Platform has coordinated large format outdoor hoardings en route from OR Tambo through to Wanderers and Centurion stadiums. It has executed six mega signs and 10 hoardings on main arterial routes and in Sandton and Pretoria East. Thirty-four traditional billboards sourced from various companies around the venues supplement the outdoor portion of the campaign. Wideopen's Mobile Projection Units will also be used in Johannesburg, Pretoria and Cape Town over six weeks and Durban over four weeks.

Primall Media has been contracted for nine major Gauteng shopping malls. Sandton City (parkade branding, branded escalators and lifts), Hyde Park (parkade branding), Rosebank Mall (parkade and exterior billboards), Eastgate (parkades), Trade Route Mall (escalators), Menlyn Park and Brooklyn Mall (interior billboards), Kolonnade (lifts) and Hatfield Plaza (escalators) ensures complete saturation of ICC communication among shoppers.

Activations through Primedia Unlimited subsidiary Mall Active and sister Primedia company, Campus Media, will be taking place in malls and campuses to encourage interaction with consumers and run exciting competitions where tickets to the games can be won. Mall activations will take place in Sandton, Clearwater, Jabulani and Menlyn Park shopping centres on alternating weekends from the end of August. Campus activations will take place on Wednesdays and Thursdays at the University of Johannesburg (Auckland Park and Kingsway campuses), TUT Pretoria and WITS.

“The creative itself has a non-traditional approach to cricket marketing and we are proud that the ICC supported our strategy and has run with it,” explains Flagship creative director and strategist, Craig Clay-Smith. “Traditionally sporting footage around the world is similar, displaying sporting heroes in victorious moments. This campaign shows no players or any human elements, yet it is still very emotive. The focus is rather on the honour of playing for your country and your jersey. There can be no greater honour than to defend your country's flag.”