ESPN Design & Branding ESPN SPORTS CONTROL WEIGHT by Neogama

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ESPN SPORTS CONTROL WEIGHT

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Industry TV Channels/Radio Stations and Programmes
Media Design & Branding
Market Brazil
Agency Neogama
Creative Director Marcio Ribas, Wilson Mateo
Art Director Roberta Moraes, Daniel Poletto
Copywriter Rodrigo Senra, Andre Godoi
Account Supervisor Diego Passos
Released November 2011

Credits & Description

Category: Promotional Item Design
Advertiser: ESPN
Product/Service: ESPN TV CHANNEL
Agency: NEOGAMA/BBH
Chief Creative Director: Alexandre Gama (Neogama BBH)
Creative Director: Márcio Ribas (Neogama BBH)
Copywriter: Rodrigo Senra (Neogama BBH)
Art Director: Daniel Poletto (Neogama BBH)
Agency Producer: Mariah Bayeux (Neogama BBH)
Account Supervisor: Diego Passos (Neogama BBH)
Illustration: Sarah Kamada (Neogama BBH)
Media placement: TV - ESPN - 30/04/2012
Media placement: Ambient - Sporting Events And Points Of Sale Of Cable TV. - 19/04/2012
Media placement: Internet - Facebook - 29/04/2012

Describe the brief from the client
We were asked to advertise the ESPN channel to sport's viewers, increasing recall and market share among our targets.

Describe the challenges and key objectives
Our goal was to increase the identification between our audience and our channel in order to gain market share and impact our target. More than that, we wanted to have a direct communication channel with our audience.

Describe how you arrived at the final design
We created an all-new, exclusive product, a remote control that doubles as an exercise weight: the ESPN Sports Control Weight. We combined 2 of our viewers’ passions in one product. With ESPN Sports Control Weight, they can watch TV and exercise at the same time. We did more than create a product: we placed a new medium right in the hands of our consumers. At the exact moment they’re consuming TV. We created an infomercial - a format that is typically used to sell exercise equipment - to launch the product. We also carried out a promotional action on Facebook.

Give some indication of how successful the outcome was in the market
The product was a hit. It talked directly to consumers who, in addition to being in love with watching sports, also enjoy exercising. Our goals were achieved. We were able to increase our market share and brand recall. Not only that: we also increased the number of ESPN viewers who are in shape, and proud to spend time in front of the TV. There’s no reason to feel lazy or sluggish anymore.