Category: Best Use of Integrated Media
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)
Producer Director: Mariah Bayeux (Neogama BBH)
Illustration: Sarah Kamada (Neogamb 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
Insights, Strategy & the Idea
The ESPN channel is aimed at sports and we wanted to increase the identification between our audience and programming. Our goal was to gain market share and recall. More than that, we wanted to have a direct communication channel with our target. In order to do this, we created an all new, exclusive product, a remote control that doubles as an exercise weight: the ESPN Sports Control Weight. We combined two of our viewers’ passions, watch TV and exercise. There’s nothing better than having a consumer holding your brand every time they use a product. We did more than create a product: we placed a new medium right in the hands of our consumers. Most especially, when they’re consuming TV.We created an infomercial - a format that is typically used by exercise equipment - to launch the product. We also carried out a promotional action on Facebook.
Creative Execution
We created, produced and launched an all new, exclusive product, a remote control that doubles as an exercise weight: the ESPN Sports Control Weight. The product, the package and campaign were produced according to the communication of sports products. We used elements that are directly linked to our viewers’ universe. The means of communications that were used were chosen according to the appropriateness with the target. The product was produced to ensure maximum functionality. It really does work; it weighs 6 pounds and is a universal control that can be used with any TV.
Results and Effectiveness
The product was a hit. It talked directly to a public, which besides being in love with watching sports, also enjoys practising it. 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 of seeming lazy or sluggish.