BRAND CHALLENGE

To some people, life is nothing without football. It’s more than a game; it’s a passion, a lifestyle, a religion, an obsession. That’s why five years before the biggest sporting event in the world arrived on our shores, we had already been hard at work developing a full 360 degree TTL campaign to be rolled out globally.

SOLUTION

By the time the roar of Vuvuzelas filled every football-mad city around the world, the celebratory “Sony 3D” campaign was running full steam ahead with TV, OOH, print, experiential, digital, CSR initiatives, sponsorships and PR programmes.

An element of the campaign definitely worth mentioning here was Sony’s “3D World”. Developed to thrill and captivate potential consumers as well as the 18 000 international media and journalists visiting SA, we exceeded all expectations by attracting some 67 000 people to the flagship activation at Nelson Mandela Square in Sandton alone. With football fanatics enthralled, the one-of-a-kind experience positioned Sony as the brand that heightens your football experience through its cutting-edge 3D technology.

Overall, the 2010 FIFA World Cup™ proved to be a combination of ecstasy and heart-break for the fans, and a tremendous success for South Africa and the continent. With regard to Sony, the results were no different – surpassing all preconceived objectives, the campaign generated coverage valued at $92 million.

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