The Campaign

Sony Ericsson is the Official Mobile Partner of the 2010 FIFA World Cup - the most attended sport event in the world. A campaign was developed to reinforce Sony Ericsson as a communication entertainment brand; to build brand preference and drive sales by a FIFA sales promotion; to launch FIFA Special Pack and new colors of the Vivaz phone – Galaxy Blue & Venus Ruby; and to engage with consumers. Our target audience are those passionate in football and World Cup and keen on sharing their experiences to the others. By leveraging its Communication Entertainment proposition and partnership with World Cup, Sony Ericsson has decided to provide a unique football experience for the consumers. Most importantly, it brought an innovative and effective way to communicate with them amidst the cluttered media scene.

Success of the Campaign

AR game zone at Mongkok MTR subway: - Total number of plays is 3,851 over 96 hours exposure, an average of 40 plays per hour - Exposure to 1.316 million people traffic count^ Online AR game: - From June 9 to July 12, 2010 - Total number of plays: 21,007 Of the two Cable TV World Cup Carnival live shows Sony Ericsson sponsored, the brand experienced exposure to over 1.6 million audiences for each match. Vivaz's FIFA limited version achieved strong sales results and became one of the top 10 mobile phones in Hong Kong. Overall sales of Vivaz increased by 20% during the promotion period *. ^ MTR audited people traffic at the Mongkok station in the promotion period is 1.316 million *Source: GFK Hong Kong Mobile Phone Report

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

To provide a unique football experience and engagement for our target audience, an integrated campaign was developed through different channels. Prior to World Cup , Sony Ericsson Vivaz and Aino’s FIFA limited edition handsets were launched, with preloaded FIFA Fan application and packaging. We had a joint promotion with adidas, bundling exclusive adidas FIFA premiums supported by TVC, print ads and POSM. To create excitement for consumers, we deployed a new technology to develop Asia’s First FIFA World Cup Augmented Reality(AR) Game. It kicked-off with a PR event featuring Hong Kong Footballer Chan Siu-ki. The game zone was decorated as a “football-pitch” in the busiest Mongkok MTR station where participants played header game using face-tracking technology. To generate sales leads, a sales coupon to get Cable TV’s world cup carnival tickets was given to all participants. Also, an online version of AR game enables more people to play anytime anywhere.