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ESPN: truly eye-catching communication (Singapore)

 

Posted on August 12, 2008
David Billion

 

The American sports network ESPN recently launched a decidedly offbeat form of communication in order to capture the attention of Singapore’s media.

The idea was to impress people with the amazing image quality of their new cameras (which render even the tiniest on-screen details clearly visible). These cameras happen to be wildly popular with a large number of Asian sports fans. Here’s what the Saatchi & Saatchi Singapore agency came up with to communicate the message:

They decided to use direct marketing and to send ESPN packages containing customized and branded basketballs, footballs, baseballs and golf balls to a selected audience. We can imagine the lively reactions of the surprised recipients! The customization of these balls consisted in making them look like real human eyeballs… blood vessels, cornea, etc... To ensure that the people receiving these promotional gifts understood what it was all about, the agency enclosed a letter explaining the features of the new ESPN cameras.

This unusual direct marketing campaign reminds us of what the Buzzman agency did, when they sent cow’s ears to selected French bloggers. You can see the picture of it on one of the blogs in question. In ESPN’s caste the target’s reactions were however mostly positive and the notoriety of the product was successfully increased.

Another advantage of this slightly risky action: ESPN can be sure that they are creating brand conversations with prospects and that any further sparked conversations will be easier from now on...

To give another example, this is different way that you can use eyes in marketing... We liked this campaign by the DraftFCB agency in France which was created to communicate their new agency positioning. For this, they chose the slogan “Change your perspective” and distributed half a million stickers with 3 eyes on them. People can upload their personal photos and show how they "creatively" used a sticker on the dedicated French minisite set up for the campaign which will run until August 31, 2008 – the creators of the best photos will win things from a pool of prizes worth over 7000 Euros.


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Sources:
- Adsoftheworld.com
- The original article on culture-buzz.fr
- Adapted by Cordula Werle


 

Comments

1. Thursday 14 August 2008 attime 16:58, by cyrille :: http://www.veille2com.com

Hummm... As far as I’m concerned my reaction wasn’t positive at all, and most of other bloggers didn’t enjoy these REAL cow pieces. Plus, most of us didn’t speak about the product, so I don’t guess its notoriety increased because of Buzzman’s campaign.

2. Thursday 14 August 2008 attime 17:10, by David

@ cyrille : "The target’s reactions were mostly positive and the notoriety of the product was successfully increased." I was talking about the ESPN campaign. A contrario, your reaction wasn’t positive at all.

In this case, I would love to receive this ESPN ball at work. For real cow’s ears, I don’t think that my reaction will be the same.

Thanks for comment Cyrille, we arranged the article as on culture-buzz.fr.

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