STATISTICS

TitleSTATISTICS
BrandESPN STAR SPORTS
Product / ServiceESPN HD
CategoryA01. Best Use of Screens
EntrantGREY GROUP SINGAPORE, SINGAPORE
Entrant Company:GREY GROUP SINGAPORE, SINGAPORE
Advertising Agency:GREY GROUP SINGAPORE, SINGAPORE

Credits

Name Company Position
Ali Shabaz Grey Group Singapore Chief Creative Officer
Joseph Cheong Grey Group Singapore Head of Copy
Susie Sun Grey Group Singapore Art Director
Cheese Lim Grey Group Singapore Senior Account Executive
Ong Ai Mai Grey Group Singapore Senior Account Director
Frances Tan Grey Group Singapore Broadcast Producer
Yong VHQ Post Editor

Results and Effectiveness

More than 100 million viewers in the region.

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 form of a halftime 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 benefit s of ESPN HD.

Insights, Strategy and the Idea

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