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

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

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: SONY
Product/Service: CORPORATE IMAGE
Agency: DENTSU
Date of First Appearance: Mar 24 2010
Entrant Company: DENTSU, Tokyo, JAPAN
Entry URL:
Creative Director: Takashi Sakuma (DENTSU)
Agency Producer: Kazuhiro Watanabe (DENTSU)
Strategic Planner: Takashi Sakuma (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)
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

Insights, Strategy & the Idea
With the hope of using their products and services to share the excitement of football with the world, SONY became an official World Cup South Africa sponsor. While searching for the best way to share the excitement of the World Cup with people around the globe on a deeper level, SONY became concerned about unfortunate children in Africa who are unable to watch the World Cup even on television. Nobody knows the pain of missing out on the World Cup better than a football fan. Together with SONY, football fans from across the globe gathered to help with SONY’s Earth F.C. project, to deliver the World Cup South Africa to the children of Africa.

Creative Execution
"Let's pass the World Cup in Africa, to the children in Africa″! The object chosen to symbolize this campaign was a SONY original football made from highly durable materials. People became members of a team known as Earth F.C, and exchanged “passes” online on a virtual pitch. For every 1000 passes made, one ball was sent to the children of Africa. Sony also made “Public Viewing” projects for people unable to watch the World Cup, and a “Mini World Cup” project for children to play in, handing the footballs directly to the children. Undoubtedly, the highly durable balls will continue to provide dreams for the children of Africa.

Results and Effectiveness
3,372 footballs were delivered, and 24,000 people attended public viewings and football games in 19 African locations. Globally, 507,706 people from 30 countries participated in Earth F.C. People from around the world joined with SONY to share the World Cup’s excitement.
The media (blogs, Tweets, TV, newspapers, magazines) covered the project, and special features aired on TV. A 1 billion yen (approx. 12 million US dollars) effect was recorded, exceeding expectations by 500%. SONY’s sponsor recognition rose 15%. Their idea of joining with citizens to utilize their sponsorship was highly acclaimed, and will continue at the 2014 World Cup Brazil.