in Sport

April 5, 2019

For the second year running, Gemba has developed and executed an activation-led campaign to leverage Transport for NSW’s major partnership with Cricket NSW and promote their ‘What’s your Plan B?’ message. The campaign focused on reinforcing good decision making and shines 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!



Gemba created social video content that was amplified through Cricket NSW channels. 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 a Cricket 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.

The Plan B XI then had their moment in the sun on the hallowed turf of the mighty SCG. For the guys who made the team, it was an experience of a lifetime and an amazing reward for their commitment to being reliable members of their community both on and off the pitch.  Many players brought their families and friends to witness what would forever be a pinnacle moment of their cricketing careers, as they played against some of the best cricketers in Australia.

For the record, the Plan B Team fell short in their gallant run chase against a powerful NSW XI… but rest assured, all involved had a great day out and a brilliant Plan B to get home afterwards!