Getting Behind The Game You Love - Rapp New Zealand

Background

After a decade sponsoring the national game, The National Bank decided to launch the National Cricket Club to support the game at more of a ‘grassroots’ level.

A series of one-day training events was planned around the country to launch the initiative.

The challenge was to introduce the NCC as a club for everyone who loved the game, no matter what level, and to motivate coaches, players and those running clubs to register.

Idea

Understanding how passionate cricket fans are about their game, The National Bank needed to show it shared their love of the game.

So, administrators of clubs were mailed all the information about the new National Cricket Club in such a way that it could provide them with a quick game themselves.

The mailing was easily converted into a bat and a wicket. ‘Owzat!

Results

The launch was a success with over 1200 children and 100 administrators attending NCC Supercamps, exceeding all expectations.

Extra Supercamps had to be laid on and 90% of attendees stated they had a more positive image of the bank as a result of experiencing the event.

The client was chuffed.

Our Thoughts

This piece is solid enough. It’s interactive in the old-school sense and I know that if it was sent to us in our agency, we’d definitely make it up and play the game in the office. I just wonder whether the clubs they sent it to may have had some better kit floating around that they would have preferred to use? Sadly, looking at the state of New Zealand cricket, the answer is probably no!