Sony Xperia & UEFA Champions League

Client Challenge

Sony partnered with the UEFA Champions League at the start of the 2006/7 season and have continued to renew ever since. Whilst this partnership has been great for master brand awareness, Sony’s mobile phone brand Xperia, were struggling to gain awareness, differentiation and ultimately a point of difference in the mobile category.

Sony Xperia challenged MediaCom Sport & Entertainment to come up with an innovative way to use the UEFA Champions League rights to engage fans in a playful manner and expose football fans and consumers alike to the features of the Xperia phones.

Our Solution

Playing off the current trend of watching reactions to TV shows, sports and everyday life MediaCom Sport & Entertainment created #ChampionsSofa. #ChampionsSofa used Xperia phones placed on top of fans TV’s to film their reactions throughout Champions League matches, these were then posted on the Xperia twitter page and collated under the hashtag #ChampionsSofa.

The campaign was fully integrated into the overall media plan utilising digital targeting, tweaking in game perimeter board messaging and tapping into pre-game blogs and vlogs. To increase fan integration & reaction we also signed up some Football Legends to comment on both the game and the sofa reactions. The use of legends made this a truly European wide campaign & was used across Xperia’s key markets in each of their local languages. The Legends were;

  • Peter Schmiechael
  • Roberto Carlos
  • Robbie Fowler
  • Robert Pires
  • Jens Lehmann
  • Johan Djourou
  • Pierre Van Hooijdonk

Results

The campaign was a huge success for Xperia’s activity in comparison to previous UEFA Champions League activity;

120% increase in video views to 19.1M

35% completion rate on video views

248M impressions to 137M consumers

108k hashtag mentions between 2-4 June accounting for 92% of all mentions during knock out stages