We built a multi-platform strategy spanning across 12 months.
We delivered across three key objectives; the first of which was to deliver engaging match day experiences to NatWest customers. The second was to promote NatWest’s investment in community initiatives across the country and finally to drive traffic to their NatWest Cricket page (natwest.com/cricket).
Match Day:
To promote NatWest’s heritage in cricket we created a 30 year logo. This was used in all multi-channel communications.
To create buzz around the anniversary we conceptualised two match day experiences. The first of which was the NatWest Cricket Wizard; an original text service designed to answer cricket fans’ questions.
The second of which was the NatWest Masterclass. We hosted an on pitch Q&A with former players who shared their top tips with fans in the interval. We created content from these and hosted it on the NatWest Cricket website.
Community Initiatives:
To promote NatWest’s long standing community initiatives we developed the NatWest CricketForce Fundraiser event held on August Bank Holiday. In total 148 cricket clubs took part to improve and sustain grassroots cricket.
To further increase awareness we hosted a media day with Michael Vaughan, where we placed 18 interviews in outlets such as BBC Test Match Special.
Social Media:
To increase traffic to Natwest.com/cricket we developed an experiential bowling cricket game, designed to appeal to a wider audience. Customers were given unique codes to download their personalised in game photo from Natwest.com/cricket.
Furthermore NatWest Cricket ambassador Michael Vaughan conducted a live webchat with cricket fans through NatWest’s Cricket Facebook channel immediately after the first match, to drive traffic.
50 Clubs registered for the August Fundraiser weekend immediately after BBC TMS interview aired
550+ Texts received to Cricket Wizard after first 8 matches
15,500+ Page hits for NatWest Extreme Catching after first 8 matches
4,000+ Page views for NatWest’s Facebook page after first match