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NATWEST CRICKET 'FREDDIE vs FREDDIE'

Director: Electric Robin

With the Cricket World Cup and Ashes both on home soil in 2019, NatWest wanted to remind people that they have been the main sponsors of English cricket for the past 38 years.

We partnered with bowling firm BOLA and created a bowling machine that could replicate any ball ever bowled in test cricket.

The resulting branded content idea uses a combination of groundbreaking technology and social media to help one of England’s sporting heroes bat against his own bowling. 

While it was nice that the idea recently won Gold in the Branded Content category at the Campaign Big awards and shortlisted at British Arrows, it was great to see how many cricket fans responded to the idea.

The interactions on NatWest Cricket's twitter account were unprecedented:

- 1880 retweets

- 6,861 likes

- 243 comments

- 425,000 views

- 88,640 unique poll votes to determine which over Freddie faced

Not bad numbers for a bank.

We also targeted cricket fans with tube station take overs. Based at Oval and St John's Wood, stations serving The Oval and Lords respectively, we ran a number of cross track posters based on cricketing 'wagon wheels' - a stat graphic familiar to cricket fans that records the direction each ball has been hit, and its score.

Live wagon wheel graphics also went out on social channels, which reacted to real-time events on the field, as listed below.

Woakes takes a wonder catch against India

England beat Australia to make the final

England beat India by just 31 runs

England set up a tense finish against New Zealand in the final as the game goes to a 

'super over', culminating in England winning

the Cricket World Cup.

Streaker during Eng v NZ match

England win the Cricket World Cup by the finest of margins, with fans partying through the night.

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