Federer ‘the King’ on STAR Sports

Grey Group Singapore have recently been assigned the regional creative duties for ESPN STAR Sports’ two new offerings – ESPN HD and ESPN Player.

ESPN HD is Asia’s first 24-hour sports channel showcasing the best sports content and action in a format which enhances viewers’ overall experience, while ESPN Player is an online sports television service that will provide sports fans a wide variety of content to choose from and will give them an opportunity to watch sports live and on an on-demand basis.

Following these two regional wins, Grey Group Singapore launched a print campaign to promote viewership of last week’s Wimbledon Championships on STAR Sports.

It is the only tournament played on grass over for two weeks and has a host of traditions. Players are required to dress in an all-white attire and are addressed as “Gentlemen” and “Ladies”. In addition, players are expected to bow (for the men) or curtsey (for the women) to the royal box after a game if the Queen or Prince of Wales is present at the match.

The ad features the current King of grass, Roger Federer, who has won the title six times and needs an additional win to equalise the current record held jointly by William Renshaw and Pete Sampras.

The campaign aims to reach viewers with a casual interest in tennis (the hardcore tennis fans will already be watching the matches) who may regard tennis as a more sophisticated sport compared to football especially since its currently the World Cup season. However, the men’s final match is slotted on a day where no World Cup games will be screened which will limit the competition in terms of viewership.

Credits – Art Director: Ang Sheng Jin. Copywriter: Joseph Cheong. Account servicing: Sancia Zheng, Sidhaesh Subbrahmanyam. Media Agency: Zenith Optimedia.