TWILIGHT FOOTBALL by Fallon London for Sony

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TWILIGHT FOOTBALL

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Industry Electronic Devices & Home Appliances
Media Promo & PR
Market United Kingdom
Agency Fallon London
Creative Director Mat Mckenzie
Released September 2009

Credits & Description

Category: Event and Field Marketing
Advertiser: SONY
Product/Service: DIGITAL IMAGING
Agency: FALLON LONDON
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 - A Floating Pitch - Venice, Italy - 22nd September
Media placement: Event - A Glacier - Switzerland - 22nd September
Media placement: Event - A Bull Ring - Spain - 22nd September
Media placement: Event - Tintagel Castle - UK - 22nd September
Media placement: Event - Iguazu Falls - Argentina - 22nd September
Media placement: Event - The Pinnacle Desert, Australia - 23rd September
Media placement: Event - A Game Reserve - South Africa - 23rd September

Describe the objective of the promotion.
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 their Digital Imaging technology range. 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 event would create an experience where the products could be demonstrated appropriately and provide the platform for a global advertising campaign.

Describe how the promotion developed from concept to implementation
The concept was shaped from the insight of two target audiences; Football Fans who seek the beauty of the game away from the floodlights and Photographers whose biggest dissatisfaction is the inability to capture images in low light. The solution was, Twilight Football, which was implemented as seven football matches played around the world at twilight, within 24hours. The locations were selected for their beauty, where football had never been played, providing stunning backdrops to the creative ambition and unique experiences for competition winners. The locations: A floating pitch,Venice A snow pitch,Switzerland A bull ring,Spain Tintagel Castle,England Iguacu Falls,Argentina Pinnacle Desert, Australia A game reserve,South Africa

Describe the success of the promotion with both client and consumer including some quantifiable results
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 103,00 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.

Explain why the method of promotion was most relevant to the product or service
Through this method of promotion a unique series of events were created by taking football and photography and capturing the most incredible football moments played in the most unexpected and beautiful low light locations. Twilight captured by Sony. To support local press and VIP’s, bespoke destinations on site, termed ‘Camp Twilight’ were created, providing an area for refreshments and a media centre for live reporting on each game. Additionally, on-line amplification and global media partnerships provided platforms for building momentum prior to the event and showcased the images captured after the event as part of the ATL campaign.