We were asked to advertise the ESPN channel to sport's viewers, increasing recall and market share among our targets.

We created an all-new, exclusive product, a remote control that doubles as an exercise weight: the ESPN Sports Control Weight. We combined 2 of our viewers’ passions in one product. With ESPN Sports Control Weight, they can watch TV and exercise at the same time. We did more than create a product: we placed a new medium right in the hands of our consumers. At the exact moment they’re consuming TV. We created an infomercial - a format that is typically used to sell exercise equipment - to launch the product. We also carried out a promotional action on Facebook.

The product was a hit. It talked directly to a public, which besides being in love with watching sports also enjoys practising them. Our goals were achieved, increasing our market share and brand recall. Not only that, but we increased our number of viewers who are in shape and proud to spend time in front of the TV – there’s no guilt about seeming lazy or sluggish.