ROYAL LONDON: Unconventional Greatness

Action: Delivering an increase in brand awareness among cricket fans

Royal London has been a partner of One-Day Cricket since 2014. To champion the sponsorship renewal in 2018, Royal London wanted to use its partnership to continue to increase levels of brand awareness amongst cricket fans.

Create: Enhancing brand activations with refreshed strategy and positioning

To revitalise all aspects of Royal London’s cricket sponsorship, we created a new partnership strategy aligned to the brand’s British and distinctive values, celebrating the unorthodox side of cricket, on and off the pitch, from grassroots to the professional game. It’s key focus is shedding light on the positive and progressive nature of the sport, by connecting with fans on a personal level.

Across PR, we built excitement by celebrating cricket players with unusual playing and training techniques to secure coverage though our One-Day International media previews.

On match days we invited fans to show off their own quirky skills on the Royal London 360 booth. This fun and engaging video booth captured their unconventional skills and celebrations from all angles, which fans could then share across social media for the chance to win a signed England cricket bat.

During the interval we also gave fans another chance to win some fantastic cricket prizes through Royal London Roulette. Fans could enter by sharing a photo or video their match day experience with #RoyalLondonCricket.

The Unconventional approach was also brought to life through match day hospitality and player appearances throughout the year.

Impact: Overdelivering on campaign KPIs

Throughout 2018, brand awareness increased by 5%, over delivering on campaign KPIs.

  • + 4,000 people engaged through match day activations
  • + 750,000 people reached through social activity
  • + 554 million opportunities to see through PR, with 1,100 pieces of press coverage generated.

To read about the PR campaign we delivered for Royal London click here.