TWILIGHT FOOTBALL by SMARTFUSION for Sony

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TWILIGHT FOOTBALL

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Industry Electronic Devices & Home Appliances
Media Promo & PR, Case study
Market United Kingdom
Agency SMARTFUSION
Creative Director Mat Mckenzie
Released September 2009

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: SONY
Product/Service: LOW LIGHT DIGITAL IMAGING
Agency: SMARTFUSION
Date of First Appearance: Sep 22 2009 12:00AM
Entrant Company: SMARTFUSION, London , UNITED KINGDOM
Entry URL: http://www.sony.co.uk/hub/twilight-football
Account Director: PJ Bailey (SmartFusion)
Project Director: Meredith Earl (SmartFusion)
Head of Production: Jodie McCormack (SmartFusion)
Senior Account Manager: Nina Schrank (SmartFusion)
Production Executive: Guy Hilton (SmartFusion)
Creative Director: Mat McKenzie (SmartFusion)
Production Manager: Alan Regan (SmartFusion)
Production Manager: Jack Daniels (SmartFusion)
Production Manager: Trenton Birch (SmartFusion)
Production Manager: Bryn Williams (SmartFusion)
Media placement: Event / Stunt / Live Advertising - A Floating Pitch - Venice, Italy - 22nd September
Media placement: Event / Stunt / Live Advertising - A Glacier - Switzerland - 22nd September
Media placement: Event / Stunt / Live Advertising - A Bull Ring - Spain - 22nd September
Media placement: Event / Stunt / Live Advertising - Tintagel Castle - UK - 22nd September
Media placement: Event / Stunt / Live Advertising - Iguazu Falls - Argentina - 22nd September
Media placement: Event / Stunt / Live Advertising - The Pinnacle Desert, Australia - 23rd September
Media placement: Event / Stunt / Live Advertising - A Game Reserve - South Africa - 23rd September

Results and Effectiveness
The events exceeded all objectives in creating a ground breaking, multi-market campaign. Additionally, a viral video created before the live events received: -2.7 million views (target was 1.3 million) -An average of 103,000 daily views, showcased on 927 websites -2nd most-viewed sports video in September -356 ratings, average of 4 out of 5 A 'Widget' received the following results: -1.4 million views -Shared in over 3,800 places online -13 second average time spent before clicking through The Advertising Value Equivalent that was generated from the campaign being picked up in 14 global markets is currently at €10.7 million.

Creative Execution
The creative solution was, Twilight Football. Twilight Football was a series of seven football matches played around the world at twilight, within 24 hours. The locations were selected for their natural beauty, where football had never been played before. They provided stunning backdrops to the creative ambition and provided a unique experience as a competition prize. Pitches were created in the following locations: -A floating pitch, Venice -A pitch on snow, Switzerland -A bull ring, Spain -The site of King Arthur’s castle, England -In the Iguacu Falls, Argentina -In the Pinnacle Desert, Australia -A game reserve, South Africa To support local press and VIPs, bespoke destinations on site, termed ‘Camp Twilight’ were created, providing an area for refreshments and a media centre for live reporting on each game. Online amplification and global media partnerships provided platforms for building momentum prior to the event and showcased the images captured after the event.

Insights, Strategy & the Idea
Sony wanted to create a global event that would tie together their football partnerships (UEFA Champions League, FIFA 2010 World Cup) and the low light capabilities of their products for a multi-market celebration of technology. The objective was to use football to build a Digital Imaging experience that had never been attempted; an experience that would promote a stunning and creative approach to photography. The idea was shaped from the insight of two distinct target audiences; Football Fans who seek out the beauty of the game when incredible moments happen away from the floodlights and Photographers who's biggest dissatisfaction is the inability to capture beautiful moments in low light. The event would create an experience where the products could be demonstrated appropriately and provide the platform for a global advertising campaign.