Date
May - July 2019
Project
Event Communication & Campaign Management, Experiential Marketing
Client
TeamGlobal Logistics
Duration
3 Months
Capitalising on World Cup Cricket
Client Overview
TeamGlobal Logistics is India’s largest LCL logistics company, operating in a highly commoditised B2B category where client relationships are driven largely by rates, negotiations, and transactional interactions rather than emotional engagement.
About Project
TeamGlobal wanted to leverage the Cricket World Cup to energise its client base and break away from rate-led conversations. The mandate was to design an engagement-led campaign that transformed routine shipment bookings into a participative brand experience using cricket as a shared language across digital, physical, and on-ground touchpoints.
Challenge
Commodity Conversations
Logistics conversations revolved around rates and CBMs, leaving little room for emotional connection or brand recall in a category where most players sound identical.
Low Client Excitement
Despite long-standing relationships, clients had few reasons to feel excited or engaged with the brand beyond transactional requirements.
Event Fatigue
Industry events were predictable and forgettable. The campaign needed to feel participatory, not promotional.
Our Strategy
Cricket as Currency
We reframed business performance in the language of cricket. Every CBM booked became “runs on the board,” shifting conversations from rates to innings, captains, and scoreboards.
End-to-End Immersion
The campaign ran across teasers, social posts, WhatsApp updates, emailers, office branding, giveaways, and a live dashboard—making clients feel part of a season-long league.
From Screen to Stadium
The digital buzz culminated in a live customer cricket tournament in Mumbai, where 10 client teams played in custom jerseys with on-ground branding, face painters, and a DJ—turning a B2B campaign into a real-world memory.
Built for Business Outcomes
Sales Growth
0
%
Turned every shipment into “runs,” making bookings competitive, visible and rewarding.
Industry-Wide Buzz Created
Built tangible hype through teasers, office branding, giveaways and live scoreboards.
Client Participation
0
+
Engaged over 100 clients, with 10 teams qualifying for the final on-ground tournament.
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