ESPN's up-close camera coverage and commentary attracts the highest number of TV sports-viewers in Asia. Their brief was to create a Direct campaign that informed media-buyers of this. They 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. 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.
Agency: Saatchi & Saatchi, Singapore.