TD IPL 2021 Now That’s Cricket
Brand Strategy & Development
Data Analytics
National Media Planning & Buying
Video Production
Project Overview
Leverage TD's broadcast sponsorship of the 2021 Indian Premier League Cricket season on Willow TV to attract newcomers to the TD Unlimited Chequing Account.
Details
Now that's cricket is a campaign created by Barrett and Welsh to leverage TD's broadcast sponsorship of the 2021 Indian Premier League cricket season on Willow TV. Our task: ensure that South Asian newcomers — and the well-established IPL-addicted South Asian Canadians who influence them most — consider or recommend the TD Unlimited Chequing Account.
Most Canadian banks don’t get that South Asian Canadians financial needs and preferences are different. South Asian Canadians want a bank that gets them and they want a bank account that doesn't deliver any nasty googlies. For South Asian Canadians, paying to use your own money is just not cricket. They hate bank fees and will find ways to minimize them.
Our creative reinforced that TD gets what is important to new Canadians and builds confidence by reassuring them we can make things happen. The creative insight: due to the time difference, Willow broadcasts the IPL live during the Canadian workday, posing new and entertaining challenges for the diehard cricket fan working from home because of the pandemic.
Results
Over the 8-week period, the TV campaign’s total AMA was 144,230.
CPM was $14.33.
Total impressions achieved were 10,464,550
AMA’s or Average Minute Audience is the average number of individuals/homes viewing a TV channel, which is calculated per minute during a specified period of time over the program duration.
Most Canadian banks don’t get that South Asian Canadians financial needs and preferences are different. South Asian Canadians want a bank that gets them and they want a bank account that doesn't deliver any nasty googlies. For South Asian Canadians, paying to use your own money is just not cricket. They hate bank fees and will find ways to minimize them.
Our creative reinforced that TD gets what is important to new Canadians and builds confidence by reassuring them we can make things happen. The creative insight: due to the time difference, Willow broadcasts the IPL live during the Canadian workday, posing new and entertaining challenges for the diehard cricket fan working from home because of the pandemic.
Results
Over the 8-week period, the TV campaign’s total AMA was 144,230.
CPM was $14.33.
Total impressions achieved were 10,464,550
AMA’s or Average Minute Audience is the average number of individuals/homes viewing a TV channel, which is calculated per minute during a specified period of time over the program duration.
