?ESPN has to align the brand with a quality viewing experience, reminding people of ESPN’s unique proposition as an HD sports broadcaster.

As men are not used to go to the doctor, we created a test that 100% of men would like to take wherever they want.

They could take the tests online in a website with face and voice recognition system.

Those who failed the test were invited to visit their ophthalmologist.

And all men were aware of the importance of having their eyes tested.

A feel-good narrative makes it an interesting media story that boosted overall effectiveness and reminded people of the broadcaster’s footballing and HD credentials.