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ESPN launches FA Cup campaign

27 December 2012
ESPN launches FA Cup campaign

ESPN is promoting its live televised coverage of the 2012/13 FA Cup with a cross-media advertising campaign in the UK entitled ‘Cup of Dreams’.

Produced by ESPN and BDA Creative, the campaign has two central creative executions, entitled ‘Electrician’ and Play Room’, and will run across outdoor, print, TV and digital.

‘Electrician’ focuses on an electrician fixing lighting in a river-side office and residential tower block who is inspired to re-jig the wiring to create a lit-up FA Cup on the side of the building.

‘Play Room’ sees a father and daughter decorating a bedroom with star constellations, which the father then turns into a giant FA Cup trophy-style constellation.

The campaign makes its debut on key outdoor sites across the UK, with a focus on media around teams featuring in ESPN’s Third Round live televised matches. The campaign will also appear in digital and mobile media, before a national TV rollout later this week.

Thirty-second TV spots will air across ESPN, Sky Sports and ITV, with the print elements appearing in titles including the Daily Mail, Daily Mirror and Daily Star from January 5.

The campaign draws on ESPN’s ‘Cup of Dreams’ marketing positioning, which is integrated into ESPN’s on-air spots on ESPN and ESPN Classic.

A variety of 30” executions will combine the creative elements from ‘Electrician’ and ‘Play Room’ with four further scenarios including a clown, coffee, pitch and Christmas jumper.

“The FA Cup has a rich and glorious heritage that we celebrate proudly at ESPN,” says ESPN EMEA associate marketing director Alex Lowe. “First and foremost, we are fans ourselves. We understand the passion. And through our new FA Cup campaign we aim to capture and bring to life a fan’s anticipation, obsession and optimism for the tournament ahead of each round.”

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Jenni Baker, London


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