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It's a football-related piece of Corporate Social Responsibility activity designed to create immediate activation and engage consumers to the brand purpose.
Men who visited the clinic were diagnosed and all of them were aware of the importance of having their eyes tested. ESPN boosted overall effectiveness and reminded people of the broadcaster's footballing and HD credentials.
ESPN has to align the brand with a quality viewing experience, remindingpeople of ESPN's unique proposition as an HD sports broadcaster. We noticed that 80% of vision disorders can be prevented or cured if diagnosed in advance. But 57%of men don't check their eyes often enough. To persuade men to take the exams, and be able to watch the games on ESPN, we created and promoted a special test for Champions League fanatics.
An ESPN Eye Test bus, equipped with an ophthalmologist and his equipment, drove around streets of Sao Paulo city during January offering vision tests for sports fans. Instead of squinting to read boring rows of letters and numbers, guys had to correctly identify football clubs crests and famous players.