advertisingatitsbest

The goal of the following Eyeball Direct Mail campaign was to actually reach out to media buyers to inform them that ESPN’s up-close camera coverage and commentary attracts the highest number of TV sports viewers in Asia.

The ad agency designed actual sports balls, a football, basketball and baseball to look like human eyeballs. Each ball had a message on the back which read: “ESPN. You can’t get closer.”

The balls were sent with a letter to the targeted media buyers detailing the up-close camera coverage and ratings, inside a box titled with the name of the ball, according to Ads of the World.

Do you think this was a successful campaign? Having a background in media planning, I have my own opinion, but what do you think?

Well ESPN was happy! This direct mail piece resulted in very positive reactions from the target and the awareness for the key statistics showed a very positive increase. Ads of the World concludes that it facilitated in creating a very favorable environment for the subsequent sales process.

What are your thoughts?

Source: Ads of the World

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