Vitality tasked us with positioning the brand as an enabler for participation in cricket at all levels of the sport, and as promoters of active and healthy lifestyles. The goal was to drive brand awareness and affinity as Vitality continue to penetrate established competitor brands, giving them a platform for broker engagement. We also sought to champion cricketers of all demographics and levels to help amplify brand values.
Year one of the partnership required us to fully maximise commercial rights to leverage Vitality's core objectives. We worked collaboratively with the ECB to ensure we targeted the right audience, and launched campaigns across international and domestic cricket to reinforce Vitality's brand message.
As part of the campaigns, we offered community ticket giveaways, pink cricket family starter kits and created educational training videos aimed at making cricket more accessible.
We also built brand awareness by ensuring Vitality was referenced in media comunications throughout summer in relation to T20 cricket, including a masterclass content piece from T20 specialist Jos Buttler, which was broadcast with Sky Sports across the summer. In addition, at T20 Finals Day in September, Vitality owned 100% of on-field branding space (inc. LEDs).
Alongside Jos Buttler, England Women's international Heather Knight was also signed as a Vitality ambassador, allowing us to produce more masterclass content to better engage grassroots players, which featured other well-known male and female England players. Content pieces were also created to champion disability, semi-pro, and amateur players.
Brokers were provided with hospitality at the biggest Blast and England matches, with opportunities to present the winning Player of the Match medals, whilst the Vitality Blast trophy tour engaged employees with the property, visiting Vitality’s four UK offices.
Campaign results included a 1.04m aggregate attendance, (a 3% increase on last year), whilst the cumulative broadcast audience reached 8.2m. Vitality content on ECB digital channels also garnered 106.1m views. On top of that, 220,000 pieces of merchandise were distributed across the season, with 5,000 Vitality members rewarded with tickets, and a further 800 hospitality guests hosted for brokers.