ICC

Raising the profile of women's cricket on the international stage

In July 2016 we were appointed by the ICC and ECB ahead of the Women’s World Cup and Champions Trophy to firstly deliver strategic consultancy to secure sponsors and secondly to build a creative campaign to drive ticket sales.

Following a workshop to understand the background and priority of the project we developed creative sales collateral that included bespoke branding and activation concepts for the sales team to take into meetings to secure additional sponsors. This led to securing Kingfisher as official lager for the ICC Champions Trophy.

Zarah Al-Kudcy, Head of Marketing, ECB, commented: “We were very impressed with the high level of strategic thought that HSE Cake brought to the process.”

Alongside the sales consultancy we also delivered the creative campaign which launched the Women’s World Cup ticket ballot.

The 2016 political climate - the UK had a women Prime Minister, Germany was being led by a woman Chancellor and the US almost elected a woman President – presented the right time for a truly empowering campaign for women’s cricket. With this in mind, we channelled the spirit of Beyoncé and used a play on words to unveil ‘Who Runs The World’ at a Women’s Sports Trust event in London.

Over the last 10 years many fall into the trap of shooting sportswomen as strong, fearsome robots or alternatively as dressed up models – simply overcompensating. Instead, our campaign put them on a pedestal in the home of cricket Lords, in the Long Room, a room that until 1999 women were not permitted in. The campaign includes a 30sec TVC, OOH, print ads and paid social.

Steve Elworthy, tournament director, ICC Women’s World Cup 2017 commented: “When HSE Cake first presented the idea to us, we knew it was an ambitious and gutsy approach. We are proud to be launching such a powerful a campaign”. Ticket sales to the tournament have since broken all previous records with Clare Connor, Head of England Women's Cricket, attributing the success to our “Who Runs the World” campaign labelling it “A step change in using female empowerment to generate awareness!”

Watch the film HERE