ESPN DM SCOREBOARD CALENDAR by Grey Singapore

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SCOREBOARD CALENDAR

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Industry TV Channels/Radio Stations and Programmes
Media Direct marketing
Market Singapore
Agency Grey Singapore
Art Director Tan Zi Wei, Jason Ang Sheng Jin
Copywriter Dunstan Lim
Photographer Jeremy Wong
Released August 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: ESPN
Product/Service: SPORTS CHANNEL
Agency: GREY GROUP
Date of First Appearance: Aug 16 2010
Entrant Company: GREY GROUP, Singapore, SINGAPORE
Chief Creative Officer: Ali Shabaz (Grey Group Singapore)
Copywriter: Dunstan Lim (Grey Group Singapore)
Art Director: Tan Zi Wei (Grey Group Singapore)
Art Director: Ang Sheng Jin (Grey Group Singapore)
Agency Producer: Bobby Koh (Grey Group Singapore)
Agency Producer: Wong Cheng Wah (Grey Group Singapore)
Computer Artist: Alex Tan (Grey Group Singapore)
Photographer: Jeremy Wong (Nemesis Pictures)
Media placement: 1 DM - DM - 16 August 2010

Describe the brief/objective of the direct campaign.
ESPN STAR Sports tasked us to design their 2011 corporate calendar, which was to be sent out to business partners. Since a calendar is used daily, it was a good opportunity to use it to remind users if ESPN STAR Sports and reinforce their brand image.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created a scoreboard calendar, something that would stand out from the numerous corporate calendar that our target audience receive yearly.

Explain why the creative execution was relevant to the product or service.
Considering that the scores create excitement in sports competitions and incite passion of sports fans, we derived the design idea. The result was a simple idea - a natural blend between a calendar and a scoreboard. The concept stays true to the brand, which lives and breathes sports.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The calendar was well-received by the target audience. There have also been several requests for additional copies.