A new campaign from Australian cricket’s governing body urges fans of the national side to secure tickets and future memories as no one wants to be a ‘Daryl’. You know Daryl… the cricket lover who finds an excuse not to go to a game and misses out big time!’
The initiative is led by a new, humour-led 45-second TV spot airing nationally and publicly shaming Daryl by showing his empty stadium seat during a historic moment for Australian cricket.
It is further supported across Cricket Australia’s digital and social platforms using the #DontBeADaryl hashtag.
— cricket.com.au (@CricketAus) October 18, 2015
It aims to boost awareness and increase spectator numbers by driving ticket sales for the upcoming summer of Australian cricket which sees the side host arch rivals New Zealand, as well as both the West Indies and India at cricket grounds across the country.
The new ticket initiative has been planned to run throughout the (Australian) summer to promote the Commonwealth Bank Test Series versus New Zealand and West Indies, plus the Victoria Bitter One Day International Series and the KFC T20 Internationals against India.
This campaign, which began rolling out on 18 October, has been developed in harness with agency M&C Saatchi Melbourne.
The commercial was directed by Michael Shanks and it produced by The Pound.
‘”Don’t Be A Daryl” highlights the feeling of missing out on all of the memorable moments cricket offers up, and I am sure that plenty of Australians can associate with their own ‘Daryl’ moment,’ explains Cricket Australia general manager for media, communications and marketing Ben Amarfio.
A typically direct and humour-led Australian ad, this campaign blends a positive with a threat – make lasting memories and make sure you aren’t the one who misses out.
In terms of timing, the campaign launch coincides with the roll out of other Australian cricket activation such as Channel 9’s summer of cricket campaign.
— Wide World of Sports (@WWOS9) October 19, 2015
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