Sony Case study EARTH F.C. by Dentsu Inc. Tokyo

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Industry Business equipment & services, Corporate Image
Media Case study
Market Japan
Agency Dentsu Inc. Tokyo
Director Ryo Inoue
Art Director Kei Kawakami
Strategic Planner Yusuke Yagishita
Editor Ryo Inoue, Tomohiro Endo
Released August 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: SONY
Product/Service: CORPORATE IMAGE
Agency: DENTSU
Date of First Appearance: Mar 24 2010
Entry URL:
Creative Director/Strategic Planner: Takashi Sakuma (Dentsu)
Agency Producer: Kazuhiro Watanabe (Dentsu)
Strategic Planner: Yusuke Yagishita (Dentsu)
Chief Account Executive: Tomoyasu Katagai (Dentsu)
Account Executive: Kotaro Takeshita (Dentsu)
Film Producer: Shin Yamaguchi (knockonwood)
Director: Ryo Inoue
Cinematography: Kimihiro Morikawa (TSP Engineering)
Cinematography: Sachiyo Morita (TSP Engineering)
Cinematography: Shinya Matsuo (TSP Engineering)
Editor: Ryo Inoue
Editor: Tomohiro Endo (Digital Garden)
Sound Design: Kentaro Watanabe
Computer Artist: Hidenori Chiba (Rhizomatiks Co.)
Computer Artist: Yushi Fukagawa (Roof Factory)
Interactive (Web) Producer: Shinjiro Ono (Puzzle)
Interactive (Web) Producer: Hideki Hosokawa (Puzzle)
Art Director: Kei Kawakami (asobi graphic)
Media placement: WEB Campaign - Official WEB - From 24 March 2010
Media placement: WEB Campaign - Official YouTube Channel - From 15 April 2010
Media placement: WEB Campaign - Official Twitter - From 3 June 2010
Media placement: Click Event In Japan - @ Sony Building - From 26 April To 9 May 2010
Media placement: Click Event In South Africa - @ Nelson Mandera Square - From 8 June To 10 July 2010
Media placement: Click Event - @ International FIFA Fan Festival(Berlin,Paris,Mexico City, Rio de Janeiro,Rome, - From11 June To 11 July 2010
Media placement: Public Viewing & Mini World Cup - In Ghana & Cameroon @ 19locations - From 11 June To 11 July 2010
Media placement: TV-CM - 1 Spot - TBS - From 1 August 2010

Describe the campaign/entry
“Let's pass the World Cup in Africa, to the children in Africa!” Official World Cup sponsor Sony created a project with football fans from around the world called “Earth F.C.” to deliver the World Cup to the children in Africa. Due to poverty, many African children are unable to witness the African World Cup, even through a TV screen. The members of Earth F.C. exchanged virtual “passes” online, and Sony original footballs were passed to Africa in accordance with the number of passes made. During the World Cup, “Public Viewings” were held in 19 locations for the children without access to a TV, and a “Mini World Cup” was simultaneously held for children to play in. 24,000 African people experienced World Cup dreams and excitement throughout the event with 507,706 people who participated in Earth F.C.

Describe how the campaign/entry was launched across each channel in the order of implementation
Football fans from across the globe joined together as members of Earth F.C., and exchanged online “passes,” seeing the world as their football pitch. The project was structured so that for every 1,000 passes made, an original football which Sony had developed especially for the rugged African terrain would be presented to children in Africa. Sony’s actions were supported by many famous people including Kaka, with promotions to encourage participation held at World Cup events around the globe. During the World Cup, “Public viewings” for children unable to watch the matches at home were held, as well as a “Mini World Cup” project for children to play in. All the activities were reported about on blogs, Twitter and YouTube. Following the World Cup, a 60 second commercial aired on TV.

Give some idea of how successful this campaign/entry was with both client and consumer
The project was featured on various media (blogs, Twitter, TV, newspapers, magazines) as well as in a prime time special program on Japanese TV. The resulting PR effect exceeded expectations by 500% with a figure of approx. 10 million US dollars. 507,706 people from 30 countries around the world participated in Earth F.C. In Africa, we succeeded in presenting 3,372 footballs to the children, and delivering the World Cup through Public Viewing events to 24,000 people. People from around the world joined with Sony to share in the special experience of “delivering the excitement of the World Cup to children in Africa.” Research following the Cup showed that Sony’s sponsor recognition had improved by 15%. Their idea of joining with citizens to utilize their sponsorship was highly acclaimed, and will continue at the 2014 World Cup Brazil.