ESPN Print 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 Print, Magazine & Newspaper
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 August 2011

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Advertiser: ESPN
Product/Service: ESPN TV CHANNEL
Agency: NEOGAMA/BBH
Chief Creative Officer: Alexandre Gama (Neogama BBH)
Creative Director: Marcio Ribas (Neogama BBH)
Copywriter: Rodrigo Senra (Neogama BBH)
Art Director: Daniel Poletto (Neogama BBH)
Agency Producer: Mariah Bayeux (Neogama BBH)
Agency Producer: Ubiratan Martinez (Neogama BBH)
Agency Producer: Fernanda Crespo (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 objective of the promotion.
The ESPN channel is aimed at sports and we wanted to increase the identification between our audience and our schedule. Our goal was to gain market share and recall. More than that, we wanted to have a direct communication channel with our target.

Describe how the promotion developed from concept to implementation.
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 a single product. With ESPN Sports Control Weight, they can watch TV and exercise at the same time. We created an infomercial - a format that is typically used for exercise equipment - to launch the product. We also carried out a promotional action on Facebook. By having a participant answer a question, they had the chance to win an ESPN Sports Control Weight.

Explain why the method of promotion was most relevant to the product or service.
What could be better than having a consumer holding your brand every time they use a product? That’s exactly what we did. We did more that create a product: we placed a new medium right in the hands of our consumers. Most especially, when they’re consuming TV. In addition, the product also served as an important object to use in promotional actions.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The product was a hit. It talked directly to a public, which besides being in love with watching sports, also enjoys practicing them. Our goals were achieved, increasing our market share and brand recall. Not only that, but we increased our number of viewers who are in shape and proud to spend time in front of the TV – there’s no guilt about seeming lazy or sluggish.