Case Study for Agency
03-1014999-215

Case Study-- ESPN
How we helped increase frequency of use and loyalty.

Situation:
When we first met ESPN they were doing fairly straightforward tune-in
ads. There was neither a personality nor much excitement surrounding
the 24-hour sports network.

We told them we could change that. They asked us to try.

Marketing Challenge:
We told them we figured we could attract more viewers by creating
promos that demonstrated we understood the psyche and insatiable
appetite of rabid sports fans.

In doing so, we aimed to create a brand personality that would be
authoritative, insightful, engaging and cool.

Application of Solutions:
So we began by getting the client to buy into the idea that "ESPN isn't
a large network. It's a huge sports fan-- a knowledgeable, outspoken,
passionate sports fan who is part of the game. Part of every game."

Then we stressed that, as fans, they need to always remember that sport
is fun and entertainment-- thus they should never take themselves too
seriously. From there, we began creating a body of work that has
continued to feed off of these positioning tenets.

Results:
Our instincts were right.

The ESPN brand has grown phenomenally in the past few years. Viewership
levels are at an all-time high. ESPN has more subscribers than any
other cable network and demand from advertisers continues to grow. And
while it's probably hyperbole to draw a direct line from advertising to
the recent success of the network, Judy Fearing (Director of Marketing)
is more than happy to credit us for creating the image that has
contributed so pivotally to their growth.