WORLD CUP COMPETITION

TitleWORLD CUP COMPETITION
BrandSONY ERICSSON
Product / ServiceAUGMENTED REALITY GAME
CategoryA05. Best Use of Ambient Media: Large
EntrantCHERRYPICKS Hong Kong, HONG KONG
Entrant Company:CHERRYPICKS Hong Kong, HONG KONG
Advertising Agency:CHERRYPICKS Hong Kong, HONG KONG

Credits

Credits

Name Company Position
Jason Chiu Cherrypicks Chief Executive Officer
Samson Sin Cherrypicks Manager, Creative and Service Planning
Vincci Pun Cherrypicks Manager, New Media
Cheung Ka Man Cherrypicks Senior Software Engineer

Results and Effectiveness

AR Game Kiosk: - Total number of plays is 3,851 over 96 hours exposure - Total number of players is 2,000 during the period - Exposure to 3.6 million people traffic count - Top score is 490 points Online: - From June 9 to July 12, 2010 - Unique visitors: 10000 - Total number of plays: 22000 - Top scorer is 680 points Overall: - Cross media on kiosk, website and facebook - Total plays of 24,858 - Exposure to 1.316 million people - First Augmented Reality FIFA World Cup campaign in Hong Kong and Asia, possibly in the World

Creative Execution

Now everyone could become their favourite soccer player and play in an interactive FIFA World Cup game. The advancement in AR offers a great solution and has made possible high quality markerless, face-tracking and overlaying of 3D models. To accommodate online playing environment, “heading” game rather than “kicking” game has chosen. The game objective is to achieve highest score by heading-in soccer balls within 45sec time. An unprecedented World Cup AR game kiosk at the Mongkok subway station, the busiest commercial district. To cater 4-year-old to tall adults, we have pioneered the use of dual cameras with auto-height detection for optimal performance with 52” HDTV in an exclusive play area. Total exposure of 96 hours during 09/06/2010 to 29/06/2010. The online experience is set up at http://www.sonyericsson.com.hk/fifa-game which requires facebook login to play. Supporting all major browsers, webcams and countries. The game promoted via Sony Ericsson HK Facebook fan page.

Insights, Strategy and the Idea

Sony Ericsson is the official sponsor of FIFA World Cup 2010. The objective is to perform a branding campaign with a new interactive experience and reinforce Sony Ericsson as a communication entertainment brand. With the World Cup period, the biggest challenge is how to stand out from numerous heavy duty marketing campaigns. We have adopted a bold strategy with the use of Augmented Reality technology (AR). The campaign was designed to perform on its own merit at an outdoor site and on website. And the website was marketed via facebook only with no additional above-the-line, below-the-line or digital marketing support.