The journey for ad:tech primarily demanded a plan and theme to be devised that would set Yahoo! Cricket’s space at the event apart from every other. The winning idea finally involved a play on the word “pitch” which referred to the idea of a sales pitch given by the brand as well as a cricket pitch that had to be created at Yahoo! Cricket’s space as a key attraction.
For an effective build-up to Yahoo! Cricket’s presence at ad:tech, we created a dynamic web banner that teased the brand’s participation at the event. The web banner was specifically designed to capture both the spirit of the brand as well as the essence of the theme of the pitch at ad:tech.
To further this, an email invite was also designed
for circulation prior to the event in
Delhi which again captured the essence of
the theme while breaking the mould of the
The next task was that of visualising the set and the stadium like elements that would populate it as well as creating enough interaction points that would lead to a higher brand recall. To best express the visual appeal of the floor layout, we then created a 3D set layout that would do justice to the idea.
These included an actual cricket pitch being created on the set surrounded
by grass. Various elements were then added like stadium lights, stumps and
a boundary rope all with Yahoo! Cricket branding. Bleacher seats were also
created as a casual seating area aptly named the Fan Shout Zone and a special Yahoo! Cricket logo was also placed strategically for not only creating a visual dynamic for branding but also as a concealed technical console.
Another interaction point was a large interactive mobile phone that allowed
visitors to experience the app first hand on a large display for a memorable
For true cricket fans, a montage was put together that encapsulated some
of the most iconic moments in cricketing history which was showcased on a
large seamless display at the Yahoo! Cricket installation.
No visitor left the Yahoo! Cricket zone empty-handed as a merchandise basket
was placed containing thousands of purple Yahoo! Cricket stress balls.
The theme also made its way into how Yahoo! Cricket personnel were dressed
at the venue with witty and pun-filled prints that caught everyone’s eye.
We also ensured that finding one’s way to the Yahoo! Cricket zone was as
easy as possible through theme-based directional signage spread throughout
Another great interaction point was a one-of-a-kind table-top cricket game
that allowed visitors to pit themselves against one another in the centre of the
Yahoo! Cricket pitch.