CAMPO SONY by Lov for Sony

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CAMPO SONY

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Industry Electronic Devices & Home Appliances
Media Promo & PR
Market Brazil
Agency Lov
Creative Director André Piva, Gustavo Borrmann
Art Director Bruno Parlato, Marcos Lee, Henrique Santiago
Copywriter Juliana Geve, Mário Lins
Released May 2013

Credits & Description

Advertiser: SONY BRAZIL
Agency: LOV
Category: Viral Film
Account Director: Alessandra Baptista (LOV)
Art Director: Bruno Parlato (LOV)
IT Director: Andrea Miranda (LOV)
Media Director: Andreia Kalvon (LOV)
Copywriter: Juliana Geve (LOV)
Motion: Raquel Fernandes (LOV)
Creative Director: André Piva (LOV)
IT Manager: Marcelo Soares (LOV)
Copywriter: Mário Lins (LOV)
Account Manager: Rafael Chammas (LOV)
Project Manager: Rodrigo Baroni (LOV)
Motion: Thiago Mariano (LOV)
Creative Director: Gustavo Borrmann (LOV)
Art Director: Henrique Santiago (LOV)
IT Director: Marcio Quartilho (LOV)
Art Director: Marcos Lee (LOV)
Operations: Marina Hirle (LOV)
Account Manager: Sarah Mello (LOV)
Creative Co-ordinator: Thiago Elias (LOV)
IT Manager: Wellington Pinho (LOV)

Implementation
Even though Sony has been the official sponsor of FIFA since the last edition of the World Cup, it had never had its brand strongly associated with the event in Brazil. Also, despite the fact that Brazilians love soccer, they haven’t felt the benefits of having the World Cup based in Brazil, as to the wider public this will be an expensive event only available to the rich and foreigners. Our goal was to benefit from this sponsorship in this adverse scenario and tackle these issues, activating the brand over one year before the main event starts.

Client Brief Or Objective
Campo Sony is a platform created to be a technological revolution during the next World Cup, where the users will be connected through several virtual and real devices. This online and offline integration offers you content, fun, music, reality, prizes and unforgettable experiences.The user can, while learning more about the history of the World Cups, get updated about the preparations for the event and current games, live incredible experiences like scoring a goal through geolocalisation and gather points to have the chance of winning FIFA awards like tickets to games and much more.

Outcome
Two months after the platform was launched the results are already incredible: over 150,000 registered users. Half of these are engaged and participate weekly with the platform, scoring goals and looking forward to winning awards. The engagement with the brand happens constantly and, as time goes by, it is possible to acknowledge this relationship between the brand and the 2014 World Cup as an active sponsor. This is done by offering incredible experiences inside the field or at home, providing high-technology products that will make the viewers live the Cup of their lives.

Relevancy
With Campo Sony, the brand fulfilled a dream of 9 out of 10 Brazilians: scoring a goal in a World Cup. Once you register in the platform, you become a striker. From then on, you can score goals through the Internet, at Sony stores, at Sony Music concerts… it is the largest field in the world, where you can play by yourself or with friends. Campo Sony is a mix of fun and content that brings exclusive information about FIFA competitions and Sony releases.