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Ogilvy and Cricket.com

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MUMBAI: Introducing Cricket.com, a new sports content website and app for cricket fans powered by innovative data driven insights and content offerings. It comes loaded with smart fan features to enhance the cricket enjoyability experience like never-before. 

With a bonanza calendar of record cricket playing days in 2019, fans have had much to rejoice about already. Cricket.com is here to add to that passion and take it to another level. With smart features like Player Match-Ups, Who is Winning, and the analytics platform CriclyticsTM, Cricket.com will offer a whole new experience to cricket fans with a greater focus on the use of data in live match scenarios to deliver an exciting second screen experience. 

Through our launch campaign, we wanted to build awareness for the brand Cricket.com and attract cricket fans to the website and app by showcasing its unique data driven features. The challenge was to shine in a marketplace choking with cricket imagery and ads, while still conveying that Cricket.com is made by cricket fans, for cricket fans. 

Kiran Antony, Executive Creative Director, Ogilvy: “Most of the existing websites and apps mainly revolve around providing live cricket scores with commentary. Where cricket.com stands out is with Criclytics - a powerful data analytics tool that provides match insights like never before. The creative idea came from the domain name itself - Cricket.com - which gives a feeling that this is the headquarters of cricket. We personified this by creating a physical place where experts track everything about every match across the world and give relevant suggestions through Criclytics.”

We have created three films. Each film picks up a specific feature of the platform and showcases it in a live match situation. In all three films, we showcase a fictional Cricket.com office staffed with data scientists and nerds monitoring every minute of the live game to come up with engaging data driven insights. Each film shows a moment in which either the player or the fan is facing a decision, and Cricket.com saves the day through its data driven insights.

The films tickle the funny bone of the cricket enthusiast with all the films featuring familiar decisive moments during a match.

Deepak Gullapalli, CEO – HD Works: “India's biggest religion is cricket and we want to play a bigger role in this space. We already have a sports game platform via Fanfight and we plan to reach out to a larger base of cricket fans via cricket.com. We wanted to bring out the unique features of Cricket.com in the communication campaign and get cricket fans to engage with this content enthusiastically. We hope to provide an unmatched second screen cricket experience to the true cricket fan.”

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