The Plan B-Team

Client & Asset

TfNSW & Cricket NSW

Channels

Social

The Idea

Gemba helped leverage Transport for NSW’s major partnership with Cricket NSW and promote their ‘What’s your Plan B?’ message. The event-led campaign focused on reinforcing good decision making and shone a spotlight on reliable, everyday cricketers  – both on and off the pitch. We wanted to celebrate the kind of people you can count on to get you home safe, even after a few drinks celebrating a big win!

We called out for the most reliable (not the most skilled or talented) people at local clubs, for the chance to be selected to form a Plan B Team to challenge the NSW Blues XI on the mighty SCG in a Twenty20 game. It was to be the Super Reliables V the Superstars!

We had more than 600 people enter the competition telling us why they’re the most reliable person at their club. 30 of the most reliable characters were then invited to attend an exclusive nets session and tryout alongside NSW Blues players and a coach, where the final Plan B XI team was to be selected.

Throughout the content series, the Plan B message served as a reminder to always plan ahead and have a way to get home safe if you’re going out drinking.