ESPN Partner With Now We Collide And Launch New Brand Playbook ‘It’s Your Prime Time’
In a competitive pitch Now We Collide have been chosen as the lead creative and content agency for ESPN Australia going into 2018.
The announcement follows successful project based work from Now We Collide which has contributed to the biggest year on record for ESPN in Australia, with audience growth across both broadcast and digital channels - a massive 21% increase in TV ratings so far this year, while the ESPN Digital Network audience has surged to reach 2.6 million unique visitors a month.
With ESPNS’s focus on creating high quality content and getting it in front of fans - all devices and screens and with sports now being 24/7, ESPN is redefining what Primetime means to their audience.
Now We Collide developed the creative and content strategy which speaks to this new way of consuming content and appeals to a younger and more ethnically diverse audience than those of traditional sports broadcasters. Using bespoke research and audience insights as a foundation, the integrated creative provides a distinct positioning for ESPN across all brand assets including TV & digital - social video templates and content, EDM, digital display, print and out of home media as well as the establishment of a brand campaign playbook for ongoing campaigns.
“We worked in close collaboration with Now We Collide, every step of the way, and their clear understanding of our audience and our brand position in Australia has led to a longer term commitment from ESPN to the agency. They are the perfect fit for us at this time” Says Patrick Bour, Director of TV and Marketing at ESPN.
Chief Creative Officer for Now We Collide, Ryan Bodger said, “ESPN gave us the ability to highlight our deeper understanding of the ESPN audience and the need for a more unified and personalised approach in the multi-channel world of sports entertainment. We used this to develop standout creative while giving the fans ownership of ESPN embracing ‘Prime Time’ as their own.
“The most satisfying thing for us as an agency is seeing the success that ESPN is having through our collaboration. Audience numbers are consistently growing across owned and earned channels. The recent US Open coverage in September was a huge audience success with ESPN audiences up a massive 172% supported by integrated campaign creative, all consistent with the ‘It’s Your Prime Time’ playbook. With NFL and NBA seasons kicking off we’re looking forward to another big year ahead. It’s an exciting time for us as an agency.” commented Keir Maher Now We Collide CEO.