Queensland Cricket were looking to launch an all-new team for Brisbane in the Big Bash Twenty 20 Cricket competition.
Seeking new cut-though in sports marketing, we positioned Brisbane Heat as an entertainment brand (the ‘Harlem Globe-trotters’ of cricket) and launched a series of entertaining YouTube videos of the team performing ‘almost unbelievable’ cricket tricks. This caused debate online before being picked up by mainstream national sports news.
Pusher then painted a warehouse next to The Gabba home-ground with a three storey mural that ‘came alive’ in a 30 second TV spot the following Sunday, to rally engaged fans to membership.
Brisbane Heat have now raced ahead to four times more fans than our nearest competitor. This has helped raise audience awareness of Cricket Queensland, and drive record memberships and engagement levels on Facebook.
At their first home game, the team attracted near 30, 000 fans – the largest ever for any domestic game of cricket in Australia.