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ESPN: Eyeballs
| See full size 1024x768 px | |
| Released: | June 2008 |
| Avertiser: | ESPN |
| Agency: | SAATCHI & SAATCHI SINGAPORE |
| Country: | SINGAPORE |
| Category: |
Publications & media
|
| Awards: |
Cannes Lions 2008 Direct Bronze
|
| Tags: |
Case study
Cannes 2008
|
Credits:
Type Of Entry: Product & Service
Category: Publications & Media
Title: EYEBALLS
Advertiser/Client: ESPN
Product/Service: ESPN
Entrant Company, City: SAATCHI & SAATCHI, Singapore
Country: SINGAPORE
DM/Advertising Agency, City: SAATCHI & SAATCHI, Singapore
Country: SINGAPORE
Category: Publications & Media
Title: EYEBALLS
Advertiser/Client: ESPN
Product/Service: ESPN
Entrant Company, City: SAATCHI & SAATCHI, Singapore
Country: SINGAPORE
DM/Advertising Agency, City: SAATCHI & SAATCHI, Singapore
Country: SINGAPORE
Credit Details:
| Name | Position | Company |
| Kendrick Wong | Retoucher | Saatchi & Saatchi |
| Andy Greenaway | Executive Creative Director | Saatchi & Saatchi |
| Richard Copping/Andrew Petch | Creative Directors | Saatchi & Saatchi |
| Richard Copping/Ronojoy Ghosh | Art Director | Saatchi & Saatchi |
| Adrel Law | Art Buyer | Saatchi & Saatchi |
| Terry Ong/Sammy Leong | Print Production | Saatchi & Saatchi |
| Frederic Eng | Account Service | Saatchi & Saatchi |
| Andrew Petch | Copywriter | Saatchi & Saatchi |
Brief:
ESPN's up-close camera coverage and commentary attracts the highest number of TV sports-viewers in Asia. Our brief was to create a Direct campaign that informed media-buyers of this.
Solution:
We re-designed actual sports-balls to look like "HUMAN EYEBALLS"!; a basketball, football and baseball. Each ball had a message on the back which read "ESPN. You can't get closer". They were sent with a letter (detailing the up-close camera coverage and ratings), inside a box titled with the name of the ball.
Results:
This DM exercise resulted in achieving extremely positive reactions from the targeted media community and the awareness for the key statistics showed a very positive increase. It facilitated in creating a very favourable environment for the subsequent sales process.