As the official handset of the UEFA Champions League , Sony Ericsson wanted a campaign which would showcase the excellent imaging abilities of the K770i Cyber-shot phone and intrinsically link it to The Beautiful Game. The REPLAY campaign looked to bring football back to basics. Evoking the spontaneity of the game to a new generation of football lovers.
Aimed at football fans aged 16 - 25, REPLAY launched in the UK via a fully integrated advertising and marketing campaign. From retail revamps, consumer competitions, virals, and an award winning web and a WAP site – it took the product to the people. With momentum growing throughout the competition we rounded it off with a massive party, held in London on the night of the 2008 UEFA Champions League final. As well as the obligatory big screen football action and world class DJ it again brought to life tha campaign and product with our live REPLAY demo’s by pro footballers.
Adopted across Sony Ericsson’s international markets REPLAY maximised the sponsorship, drove footfall in store and delivered handset sales. As Motty would say. Nice touch.