Courtney Mehmet and Nadya Cheetham
Brief:
The brief is to double the 140+ subscription paying members as quickly as possible. Our creative challenge is to create a social-based creative campaign to attract, entice and encourage sign-ups to raise money for the PCT.
Our Response:
WBCC & Stella Artois
A Limited edition range of cricket inspired Stella Artois lager to encourage sign-ups, increase publicity of the WBCC and help raise money for the PCT, all while keeping current members happy through a social media campaign, and collectable memorabilia.
Why Beer?
Sports culture. Picture yourself, you are at home on your sofa, waiting for the big game to start. Crisps are in a bowl on the coffee table, and an ice cold beer in your hand. That is sports culture.
The majority of sports fans/supporters love a beer while watching the game. It’s a sport’s fan’s staple. So what could be better than merging sports and beer together?
Heineken and the Champions League
The relationship Heineken has with the UEFA Champions League is well established, stretching back over 25 years. A prime example of beer and sports being a sports fans bread and butter.
Visual Identity:
For our visual identity, we looked at the partnership between Heineken and the Champions League, BT sports and the PCT. Our main inspiration however, came from the current visual identity of the WBCC. The World’s Best Cricket Club uses red and white, and so does the visual identity of Stella Artois. From looking at the colours both companies use, we were able to develop our own colour pallet to use for our campaign.
How It Works
Limited edition bottles of Stella Artois to celebrate the WBCC. 20% of sales will be donated to the PCT.
Each bottle is topped with a collectable bottle cap, each featuring an image of a cricket player from top teams. The underside of each cap has a QR Code you can scan to download the WBCC App, and some will have the WBCC logo stuck to the bottom. Should your cap have the logo, you are the winner of a special, limited edition cricket bat to display your collectable WBCC+Stella Artois bottle caps. Examples for which are shown below.
Collectables and Limited Edition Items
New Members: New members will be entered into a prize draw when they download the WBCC App.
Existing Members: It is important to keep current members happy, and make them feel that they are included in prize draws and benefits.
To appeal to both new and current members, we have created “A beer on us”. For current members, this feels like a nice gesture, for no commitment. For new members, this might encourage them to download the WBCC App and sign up as a member.
All sports fans want to enjoy a refreshing, cold beer while watching their favourite sporting club.
Members, current and new, will receive a free beer cooler when they recommend a friend to sign up.
The WBCC APP
I created the WBCC App to benefit both potential and current members.
Potential members:
For potential members, the WBCC APP offers “sneak peaks” or tasters, to show potential members what they are missing out on. The app, for non-members will provide general up to date coverage on Cricket news, as well as offers and promotions to encourage sign-ups.
For current members, the app is a home for all their favourite cricket news and upcoming events, plans and news on the WBCC, as well as competitions they can enter to win exclusive memorabilia. The app is personalised for each user, adding a sense of exclusivity and a VIP type experience.
Social Media Campaign (by Courtney Mehmet)
Contributions:
Nadya: Research, visuals, App design and prototype, Deck
Courtney: Research, social media campaign and OOH advertising examples
Reflection
Overall, I thoroughly enjoyed this brief. At first, I felt out of my depth neither of us didn’t know much about cricket, and felt that there was a lot to do. Once me and Courtney did our research, things started to come together well. I felt that Courtney was a good team mate as we bounced ideas from each other, and gave each other honest feedback to make the idea better. At first, I was a little worried about working with someone I get along with, as I generally find it more difficult to stand my ground, however I feel that we both worked effectively together and I look forward to working with Courtney in the future.
Courtney was absent during our pitch, however she did let me know prior that she wouldn’t be able to attend. When pitching in the future, I will speak a little more slowly, as Renee pointed out that I went through the presentation rather quickly. I also aim to keep calm, and not seem on edge or nervous. I would achieve this by pitching to friends or family prior to the pitch with the client, and rehearsing to gain confidence.
Nadya Cheetham 