Caribbean Premier League is a T20 cricket tournament – combining the unique carnival atmosphere of the Caribbean with some of the world’s leading T20 cricketers… it’s the biggest party in sport!
In the Caribbean, locals are used to buying CPL T20 tickets on the day. Our brief was to create a campaign that would encourage them to buy CPL T20 tickets as early as possible, and get the world of cricket talking about the 'biggest party in sport'
It was vital for us to strike the right balance between the party in the stands and the quality of the cricket. But we also had to be wary of cultural differences across the islands. So we created a campaign that played off the humour, rivalry and party spirit that bound them all together. A campaign we called: CRICKET. PLAYED. LOUDER.
Our idea got to the heart of Caribbean cricket, and encouraged a surge in advance ticket sales. Barbados and Trinidad in particular have shown a marked growth in sales year on year.