Client
ESPN
Make a bold statement by leveraging the superstars and rivalries between countries.
Client
ESPN
Make a bold statement by leveraging the superstars and rivalries between countries.
We needed to differentiate the European Championship from the larger spectacle of the World Cup, and drive viewership in the U.S
Approach
With bold nationalistic colors and emotional visuals, the campaign resonated with both diehard fans and the more casual spectator and gave them a reason to care. The propaganda-style posters really stuck out in the bars in major cities and in national magazines. Anthemic TV promos, banner advertising also ran on ESPN and ESPN.com
Results
- ESPN’s EURO 2012 coverage delivered an average of 0.99 million households and 1.3 million viewers, up 51% from ESPN’s coverage of the previous EURO tournament
- The Final of the 2012 tournament, a 4-0 blowout win for Spain over Italy, was the most-watched European Football Champion game ever in the U.S., and the highest-rated, most-watched telecast ever on ESPN Deportes
We needed to differentiate the European Championship from the larger spectacle of the World Cup, and drive viewership in the U.S
Approach
With bold nationalistic colors and emotional visuals, the campaign resonated with both diehard fans and the more casual spectator and gave them a reason to care. The propaganda-style posters really stuck out in the bars in major cities and in national magazines. Anthemic TV promos, banner advertising also ran on ESPN and ESPN.com.
Results
-
- ESPN’s EURO 2012 coverage delivered an average of 0.99 million households and 1.3 million viewers, up 51% from ESPN’s coverage of the previous EURO tournament
- The Final of the 2012 tournament, a 4-0 blowout win for Spain over Italy, was the most-watched European Football Champion game ever in the U.S., and the highest-rated, most-watched telecast ever on ESPN Deportes
