ESPN: FOOTBALL STATISTIC

Credits & Description:

Category: Publications & Media

Advertiser: ESPN STAR SPORTS

Product/Service: ESPN HD

Agency: GREY GROUP

Date of First Appearance: Mar 31 2011

Entrant Company: GREY GROUP, Singapore, SINGAPORE

Chief Creative Officer: Ali Shabaz (Grey Group Singapore)

Head of Copy: Joseph Cheong (Grey Group Singapore)

Art Director: Susie Sun (Grey Group Singapore)

Producer: Frances Tan (Grey Group Singapore)

Account Servicing: Cheese Lim (Grey Group Singapore)

Account Servicing: Ong Ai Mai (Grey Group Singapore)

Production House: VHQ Post Pte Ltd (VHQ Post Pte Ltd)

Editor: Yong (VHQ Post Pte Ltd)

Media placement: Media Innovation - NA - 31st March 2011



Insights, Strategy & the Idea

To differentiate ESPN HD from other ESPN Star Sports channels by highlighting the clarity and details experience when they watch a game on ESPN HD



Creative Execution

How do we generate awareness among viewers with HD TV to watch the games in HD? We hijack a game during halftime and showcase the details you can experience when the game is viewed in HD.



The creative execution comes in a form of a halftimes stats, which is commonplace in any playoff or match. The statistics first reveal the usual analysis like number of goals, shots off target, ball possession, and then some additional , more interesting details of the games soon follows. Written in a tongue-in-cheek manner, these rather specific information are not only relevant to the game but cleverly highlight the benefits of ESPN HD.



Results and Effectiveness

Not applicable, unable to get research data for this campaign