Results and Effectiveness

The first-ever station domination became talk of the town and this advertising campaign was widely reported by different newspapers and magazines. The interactive games were able to raise passengers’ awareness as passengers could bring the instant photo home after experiencing the Augmented Reality function of Sony Xperia™ Z2. Sony Mobile had launched a “Best Team Voting Game” on its Facebook Page to increase interaction with the public. The post was resulted in over 20,000 likes, 227 share and 240 comments. This reflects passengers were highly engaged in this campaign and built up positive image towards Sony Mobile.

Creative Execution

Dominating the whole MTR Mong Kok Station from exterior and interior with Sony Mobile World Cup elements to intensify the football ambience. Sony Xperia™ Z2 smartphone and the World Cup FIFA limited edition accessories were featured on lightboxes and escalator crown. The concourse was full of Glass Panes stickers with Sony Mobile’s “Water Buddy” icons dressed in various jerseys presenting famous football players from different countries. Besides, Sony Mobile TV commercial was being played at the TV Ring Zone with Pillars stickers to create immense zone domination impact. Poster on Wall stickers directed passengers’ to the exhibition site in the concourse of the station. Passengers could experience the interesting Augmented Reality camera function of Sony Xperia™ Z2 smartphone and join the interactive ‘World Cup Crane Claw Challenge’ game at the exhibition site by connecting their smartphones to remote control the claw to clip a Water Buddy from the screen.

Insights, Strategy and the Idea

Being the official sponsor of 2014 FIFA World Cup, Sony Mobile dominated high-traffic MTR MongKok Station as “Sony Xperia™ Soccer Station” to promote its launch of Sony Xperia Z2 smartphone and the World Cup FIFA limited edition accessories. Leverage on the station domination, the passengers were fully aware the launch of Sony Xperia™ Z2 when commuting. The station was adorned with Brazilian carnival ambience and Sony’s icon, Water Buddy to promote Sony Xperia™ Z2’s new functionalities. Different interactive games were developed to engage passengers and were carried out at the exhibition site, the most prime location of the station, to attract passengers to try the new Augmented Reality function of Sony Xperia™ Z2 or to get incentives to purchase Sony’s smartphone. The first-ever “Sony Xperia™ Soccer Station” kick-off ceremony with local footballing stars as officiating guests was organized to create more PR coverage to raise public awareness towards this campaign.