2015 Winners & Shortlists

Results and Effectiveness

Becoming the Home of Cricket was rewarding! OSN Cricket Brand awareness increased (from 78% to 85%). Awareness translated into sales as OSN Pehla Sales increased 11% from Q4’13 to Q1’14, decreasing churn by 8% from Q4’13 to Q1’14.

Creative Execution

We brought the religion home by sponsoring favorite local teams like UAE & Kuwait National Teams and local Cup tournaments. With the content secured, we set our sights on community engagement. For the first time ever, we brought the actual ICC T20 Trophy cup on tour in the UAE. We gave fans the opportunity to take selfies with the Cup and for extra excitement photo bombed the event with ex-international cricket legend Aqib Javed who toured with the Cup across the UAE. Brave fans had the opportunity to participate in a Fastest Bowler tournament, putting their cricket talent up against the record speeds of their idols. Participants were rewarded with the opportunity to attend the finale or win an autographed cricket bat from legend Sachin Tendulkar! With every ball bowled and every selfie taken, OSN Home of Cricket was firmly established across social media.

Insights, Strategy and the Idea

Cricket isn’t just a sport it’s a religion. Asians across the world live and breathe cricket and immortalize their team stars. OSN had just acquired Pehla, the leading provider of Asian sports program and was set to become the Home of Cricket for the GCC. With the power to deliver the cricket Gods into your home, OSN wanted the launch the new channel in a manner worthy of the dedicated Cricket fans it hoped to entertain. Cricket is more than the action on the screen, it’s they days of the match, the fan banter between and the participation in the sport with your friends. For the launch, we wanted to bring all these elements to life for every Cricket fan in the GCC. We began with partnerships, locking exclusive broadcast right for premiere Cricket events around the work such as Asia Cup, ICC T20 World Cup and Pepsi IPL.