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
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.
