Launching a new sports format is always a challenge.
Never mind doing so in the middle of a pandemic.
The Hundred was designed to entertain a whole new generation of fans
and bring cricket into pop culture. So we knew we had to be bold. To test
new waters and show audiences cricket as they've never seen it before.
We joined the The Hundred team in the earliest stages of defining the brand. We needed to find a way to set the game apart and stand out in an already jam-packed sporting calendar. To establish its own personality and own a new space of cricket.
How would we do that? By creating a striking new visual brand identity
that would set the tone for the year ahead. Combining that with a
hard-hitting content strategy to kick it all off, we'd be on to a winner.
THE HUNDRED. BRAND NEW RULES. ALL STAR TEAMS. NEVER-SEEN-BEFORE ENTERTAINMENT.
Entertainment is at the heart of The Hundred.
We took that ethos and fuelled our content with it, taking inspiration from pop culture and the world of entertainment.
Using dynamic gamified motion graphics, we turned archive footage into unrecognisable, action-packed edits. Our 'Boss Mode' and 'Pick Your Player' videos gave The Hundred an instantly-recognisable visual identity. As The Hundred began to make waves across social, we played a key role in helping them to find their voice.
And when tickets went on sale, it all paid off with 100,000 tickets sold in the first 24 hours alone.
WITH THE BRAND IDENTITY ESTABLISHED, NEXT STEP: BUILD THE HUNDRED CHANNELS FROM THE GROUND UP.
Pulling together the powers of design,
digital and CRM was going to be key.
Through high energy explainer videos, we broke down
the new format. From the rules of the game to what to expect on match day. These helped audiences gain a
clear understanding of what The Hundred is all about
while building anticipation for the summer ahead. As players joined teams or transferred to new ones, we
kept audiences up-to-date with striking graphics.
The ECB designed The Hundred to be a game for everyone. A big part of that was about creating opportunities that went beyond the cricket pitch.
The Hundred Rising was a brand-new programme
of 100 exciting opportunities. It would offer up-and-coming talent a platform to showcase their skills
and gain valuable experience.
To help the programme launch in style, we created a wealth of content with a hero video starring Vick Hope.
THE HUNDRED AIMED
TO BRING TOGETHER
THE BEST OF MUSIC, ENTERTAINMENT AND SPORT ALL UNDER
We made sure we were there to lend a hand.
They were teaming up with some of the nation's favourite
brands so our announcement films had to match up.
From Lifebuoy to Jax Jones, Masuri Helmets to New Era,
we made sure all the big news made a splash.
BBC Music Introducing were bringing live music to match day.
To announce the news, we created a high-energy short form
video, using The Hundred’s distinct motion graphic style to
get audiences buzzing for match-day entertainment.
To launch New Balance’s kits, we created a quick-fire hero edit
that matched the vibrancy of the designs. ‘Hold the Pose’ did
just that. With punchy graphics and a dynamic edit style, we
launched the merch store in true The Hundred style.
ONE OF THE HUNDRED'S
CLEAR AMBITIONS WAS TO TURBOCHARGE
THE WOMEN'S GAME.
For the first time, everyone would play in the same stadiums, represent the same teams and compete for the same prize money. And it would be the women's teams kicking off the whole tournament.
This was a huge step in the right direction for women’s
sport. Creatively we need to match up and help spread large scale awareness. So when International Women’s Day came round, we created a hard-hitting edit to champion
The Hundred’s push for equality in cricket.
The #EachForEqual video showcased the equal determination and skill professional cricket takes. Whichever team you are representing, whatever gender you are.
With one month to go, we produced a hero piece of content to build awareness for the opening game. We wanted to excite fans and encourage them to 'Be There' for this pivotal moment in cricket history. To be there for the first ball, first boundary, six, wicket. And the first win.
Featuring Heather Knight, Sarah Taylor, Jos Buttler, Joe Root and much more, the film boosted ticket sales and got the fans talking. When it came down to game day,
we were all there to witness the most watched women's match in UK history.
An Incredible Summer.
From the get go, our main objective for The Hundred was
to get more eyes on cricket and appeal to new audiences through the power of content. And after a brilliant summer of action, music and entertainment, the results were in.
Our content helped grow social channels to a huge
154,000 followers across Instagram and Twitter.
We contributed to 34.3 million video views.
And best of all, we took cricket to new audiences.
55% of ticket buyers were new to cricket. And a
huge 19% of them were under 16 too.