MATTA creates 'Craicking' cricket campaign

17 Mar 2017

By: Sport Industry Group

To coincide with St Patrick’s Day and an Ireland vs RBS 6 Nations battle, the England and Wales Cricket Board (ECB), in partnership with the MCC and Gloucestershire County Cricket Club, has launched ‘Enjoy the Craicket’.

Creative agency MATTA was tasked with delivering a campaign highlighting the friendly rivalry between the two teams, in the build up to matches taking place between the two sides on the cricket field on 5th and 7th May in Bristol and London, respectively. 

The campaign targets a non-traditional cricket audience for the Royal London ODIs in both Bristol and London, using bus sides and digital outdoor as well as digital programmatic display and social media activity.

The campaign is also supported by content, with England cricket stars Ben Stokes and Liam Plunkett featuring in an England v Ireland rugby legends charity match at the RDS Arena in Dublin. They will be taught how to kick conversions by Irish rugby legend Ronan O’Gara ahead of the game, in which they will attempt to convert England’s tries. The match, which will also feature Lawrence Dallaglio, Paul O’Connell, Gordon D’Arcy, Mark Cueto and World Cup winner Mike Tindall, is in honour of Anthony Foley - the former Irish rugby union player and head coach of Munster, who passed away last year. 

“MATTA has created a campaign which leads with a sense of playfulness, bringing to life the good times of the Irish ‘craic’ that permeates the sporting occasions between the two countries,” said ECB marketing manager, Jenny Smith.

Tom Allwood, design & innovation director at MATTA, describes the added: “The idea represents that the Irish are coming to disrupt the natural order of the game, cheekily inserting an 'A' and crossing out the ‘KET' of Cricket, encouraging fans to come along and enjoy the ‘CRAIC' of the cricket occasion.

“For Lord’s, a ‘Welcome to Lords, Enjoy the Cricket’ sign has been ‘graffitied’ by our Irish visitors with the words ‘The Irish are coming’ pasted below, playing up the lively banter between the two countries. Bristol has a similar look and feel, with posters and bus sides inviting the reader to ‘enjoy the cricket in Bristol’ with ‘graffiti’ scrawled across it.”