The ZenithOptimedia solution features a life-sized installation of a mannequin diving to save a ball, with the goal posts spanning the entrance of a popular lunch spot for ESS' professional male target audience. Ken Goh, media planner for ZenithOptimedia Singapore, said a larger outdoor initiative is on the cards.
ESS holds the live and exclusive rights to air the 2004/05 EPL live matches, which kicked off in July and will run into May next year, as well as related magazine shows such as Football Focus and EPL Highlights and Goals! across Asia, excluding Hong Kong. An above-the-line push by Tequila was launched in August and includes print and radio in three markets, but the outdoor initiative is only running in Singapore.
Mannequin takes passion of EPL to Singapore target
ESPN Star Sports (ESS) has taken its drive to bring the "madness and passion" of the English Premier League (EPL) to life to the city's shopping district.