The Brief

Raise £300,000 for the Lords Taverners Childrens Charity by staging an event that captures the public interest.

The Solution

60 explorers, 9 days, 5165 metres above sea level, 1 cricket match.

We engaged some of Cricket’s top ambassadors, including members of the Lords Taverners, to turn an idea for the World’s Highest Cricket Match from concept to reality in a major brand campaign for Nokia.

On 21st April 2009 ‘The Nokia Maps Everest Test’ made history by recording the world’s highest game of cricket ever played. Captive Minds transformed this big idea into a major media hit for Nokia. It was a story of ordinary people doing extraordinary things.

Captive Minds instigated the Nokia sponsorship. We introduced & managed the Lords Taverners’ & other event ambassadors & also embedded an ITN journalist into the Captive team to provide technical & editorial assistance. We coordinated the press launch which included a cricket match in the centre of Trafalgar Square and provided ongoing expedition press management from London.

The project received blanket UK coverage including BBC London, Evening Standard & CityAM as well as a live broadcast every night on ITV. It made the front page of the Independent & the match itself had worldwide media coverage, in virtually all Australian and Nepalese news. Coverage in US included Wall Street Journal picture feature.

Results

Charity Return
Over £300,00 raised for the Lords Taverners Children’s Charity.

National Awareness
The project received blanket UK coverage including BBC London, Evening Standard & CityAM as well as a live broadcast every night on ITV and the Front page of The Independent.

International Awareness
The match itself had worldwide media coverage, in virtually all Australian, New Zealand and Nepalese news. US coverage included a Wall Street Journal picture feature.

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