Introduce MI Cape Town to the world and establish a strong brand identity that resonates with local and global audiences.

SERVICES:
BRAND DEVELOPMENT

BRAND COMMUNICATIONS

The inaugural season of the SA20 league presented a unique challenge: Launching and building loyalty for a brand-new team in the vibrant city of Cape Town while also connecting with the global MI Universe of cricket fans. DoubleShift partnered with MI Cape Town to navigate this exciting landscape, crafting a digital strategy to establish the team's presence and ignite a passionate following.

"Our partnership with MI Cape Town showcases DoubleShift's ability to navigate the complexities of launching a new brand in a dynamic and evolving sports landscape. We are proud to have played a part in establishing MI Cape Town's legacy and fostering a passionate community of fans.

DoubleShift’s contribution towards the creative output of MI Cape Town’s social media presence has been immense since the inaugural season of the SA20 in 2023. DoubleShift not only provided creative services which tended to the team’s creative requirements, they also acted as our local culture experts who helped us navigate the communication quagmire and engage fans in a much more locally inclusive manner.

I was particularly impressed by their commitment towards the project in general, keeping in mind the differences in culture and processes between India and South Africa. I am happy to say, the experience was worthwhile for us to continue our association with DoubleShift during SA20 in 2024 and beyond"

– Hoshedar Gundevia, Head of Digital, Rise Worldwide
(Owners of Mumbai Indians / MI Cape Town)

MI Cape Town's Journey to Global Recognition and Fan Engagement

Key Challenges & Objectives:

• Launch & Brand Building: Introduce MI Cape Town to the world and establish a strong brand identity that resonates with local and global audiences.
  
  
• Fan Engagement: Cultivate a passionate fan base in Cape Town while fostering connections with the broader MI community.
  
  
• Global Reach: Leverage the MI brand's international recognition while establishing MI Cape Town's unique identity within the SA20 league.
  

Key Deliverables:

• Brand Development: We developed a brand strategy that captured the essence of Cape Town while aligning with the MI brand's core values. The visual identity, messaging, and tone of voice were all designed to evoke excitement and inspire loyalty.
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• Social Media Rollout: We crafted a dynamic social media strategy to engage fans, build community, and amplify the MI Cape Town brand throughout the season. The content was tailored to resonate with local and international audiences, fostering a sense of belonging and shared passion.
  

Impact & Outcomes:

• Successful launch and brand establishment in a competitive landscape.
  
  
• Cultivated a passionate and engaged fan base in Cape Town and beyond.
  
  
• Strengthened the connection between MI Cape Town and the global MI Universe.
  
  
• Positive contribution to the team's performance and overall success in the inaugural SA20 season

THE RESULTS

Cape town become part of the "one Family"

Successful Brand Launch for Season 1

Our partnership with MI Cape Town showcases DoubleShift's ability to navigate the complexities of launching a new brand in a dynamic and evolving sports landscape. We are proud to have played a part in establishing MI Cape Town's legacy and fostering a passionate community of fans.

Season  1 - CAMPAIGN RESULTS
Social and online engagement was off the charts, with countless new fans connecting with the brand and joining the MI One Family.

• Number of posts: 1248
• New Followers: 111 k
• Likes on social media: 2 M+
• Reach: 53 M+
  

We get into the guts and bolts of your business to understand the real problems you're facing. Then, we use our creative toolkit to solve them with you.