Social and Influencer > Web Platforms

ESPN EYE TEST / WEBSITE

AFRICA, Sao Paulo / ESPN / 2015

Awards:

Bronze Cannes Lions
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Overview

Credits

OVERVIEW

Execution

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.

Outcome

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.

Strategy

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

We noticed that 80% of vision disorders could be prevented or cured if diagnosed in advance. But 57%?of men don’t check their eyes often enough. (Data according to World Health Organization, National Eye Institute and American Academy of Ophthalmology).

To persuade men to take the exams, and be able to watch the games on ESPN, we created a special test for Champions League fanatics. ?Instead of squinting to read boring rows of letters and numbers, guys had to correctly identify football clubs crests and famous players.

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