CAMPAIGN MEDIA AWARDS: The Capital Radio Group Award - Best Total Communications Programme - Channel 4

This campaign strived to entice viewers towards the cricket on Channel 4. By connecting the sport to music, film and a celebration of Indian culture, Channel 4 created a new social experience of cricket, The Indian Summer.

The campaign succeeded in attracting a younger audience to cricket and exceeded all expectations. The hooks into the cricket included an outdoor screening of the FilmFour film Monsoon Wedding, music by Nitin Sawney and the Asian Dub Foundation, live cricket shown on giant screens throughout the weekends, a Bollywood window display at Selfridges and a partnersnip with Cobra beer.

The results saw more than 170,000 people attending events and more than 80 per cent of those who remembered seeing cricket advertising correctly recalled Indian Summer. Average viewing of test matches increased by more than 8 per cent, which was considerably higher than initial targets.

WINNER

TITLE: Channel 4 Cricket - Indian Summer

MEDIA AGENCY: Michaelides & Bednash

ACCOUNT DIRECTOR/MEDIA PLANNERS: Jason Gonsalves, Pema Hegan

CREATIVE AGENCIES: Michaelides & Bednash, 4creative

CLIENT: Channel 4

BRAND/PRODUCT: Channel 4 cricket

MARKETING DIRECTORS: Polly Cochrane, Bill Griffin

MEDIA/BRAND MANAGERS: Nick Stringer, Sophie Rouse