Ashes, Two Ashes
ENgLAND CRICKET
There is only one thing better than an Ashes series...
The England & Wales Cricket Board (ECB) launched a joint campaign for the first time across men’s and women’s England Cricket, to promote the ballot and ticket sales for the 2023 summer season, which includes an Ashes series for both teams.
This presented a unique opportunity for MATTA to develop a bespoke campaign building excitement around a landmark summer of English cricket. A simple insight sits at the very heart of the campaign – that there is only one thing better than an Ashes series: when there are TWO series taking place side-by-side.
Best ever ballot conversion with
before General Sale
a 21% increase on previous record in 2019
Embracing Parity in a Momentous Summer of Cricket
The result was a joint Ashes campaign which placed equal importance on both Men’s and Women’s England teams, driving parity in one of sport’s greatest rivalries and creating a sense of epic drama that awaits cricket and sports fans in 2023.
The Ashes will be our most visible series ever. I really like the fact it’s being marketed together with the men’s. There are no clashes, it brings the teams together and just normalises England cricket as one. If they’re separate, and you’re watching as a kid, you become ingrained to put the men’s game on a pedestal. It’s been a hugely successful series because it’s been marketed properly.
ENGLAND WOMEN'S CAPTAIN
UNRIVALLED RIVALRY
Using clever design and production techniques, the joint Ashes campaign was executionally dramatised by England Men and Women playing on the same stage against their historic rival, Australia. The creative was all signed off with an imaginative campaign line, ‘Ashes, Two Ashes’ – a play on the regenerative circle-of-life phrase.
