Brief
The Hong Kong Cricket Association, which hosts Hong Kong’s annual tournament of elite cricket, decided it wanted to inject some new spark and appeal into an image that had become dated. Inaugurated in 1992, the Cricket Sixes had developed a reputation for attracting the world’s most renowned cricket players and a legion of devoted followers. But after running yearly for 15 years, they felt it was time to give the sporting event a wider appeal and peak the interest of individuals who were not already cricket fans. The aim was to create a new look for the event’s logo and image. They selected Fluid for their reputation in creating very innovative and forward-thinking design and marketing solutions.

Solution
Fluid changed the face of the Cricket Sixes and gave the high-profile event a fresh and exciting new look. They took the staid and conservative image that the event had previously embodied and gave it a complete overhaul, creating a dynamic and vibrant look that could capture the eye of potential audiences who had not attended cricket before as well as its current fan base. Despite a very tight timeline of two months, Fluid provided a complete visual and branding solution that included a website, ad campaign, merchandise, on-line marketing, and all event materials including a 48-page program. The new look conveys a contemporary and bold image and creates a feeling of fun and excitement about the event which helps to elevate the status of the Hong Kong Cricket Sixes worldwide.

Value-Added
Recently, Fluid's work on this campaign was awarded best Cricket Promotional and Marketing Award by both the International Cricket Council and Asian Cricket Council. While working on the project, Fluid suggested ways for the client to improve their promotional campaign as well as a new, more easily recognisable domain name (www.cricketsixes.hk). The result was a highly visible campaign that saw tickets sell out in seven days, the fastest in the event’s 15-year history, compared to previous years where tickets were still available at the gate on opening day.