The International Broadcasting Convention (IBC), the leading international forum for the electronic media industry, recognised the incredible viewing experience brought to fans around the world during the first ever 3D FIFA World Cup held in South Africa in 2010. The ceremony held in Amsterdam on 12 September, saw FIFA awarded the prestigious Judges' Prize, with Sony, an Official FIFA Partner, being acknowledged for its role in this world first.
The strategic intent by Sony was to bring to life the concept of 3D and to introduce to both local visitors as well as international fans the diversity of the technology, all the while capturing the excitement of 3D.
The filming of the World Cup was just one element of the Sony campaign, which comprised of International Fan Festivals in 7 countries (Rio de Janeiro, Mexico City, Rome, Berlin, Paris, Sydney, and Tokyo) as well as an extensive experiential campaign within South Africa.
Sony joined forces with leading agencies within South Africa to achieve the necessary results required on the epic campaign. The Volcano Group played a strategic and implementation function on all elements of the World Cup campaign which included mall and stadium activations (within SA) as well as the hugely successful Nelson Mandela Square '3D world, Created by Sony' activation with PR support on all elements both local and international by Volcano PR.
Furthermore, Volcano was tasked to bring together all Sony Group Companies including Sony Music, Sony PlayStation, Sony Ericsson and Sony Electronics. The integration of the campaign saw all areas of the entertainment leader come together from music to gaming and beyond, under the make.believe umbrella.
"3D world, Created by Sony"... in Numbers
65,155 visitors throughout the activation 30,192 times MCs said the word "3D" 19,100 3D glasses shipped to SA 11,130 minutes of live shows 503 staff members worked on Sony project within South Africa 371 3D shows 176 guests per show 157 live performances on stage 35 days of activation at Nelson Mandela Square 30 different live music acts including Parlotones, Goldfish, Lira and Vusi Mahlasela 25 World Cup matches captured in 3D 3 international visitors including Shakira, R. Kelly and Japanese singing sensation MISIA
Over-and-above the success of the Nelson Mandela Square activation, Sony achieved enormous results at the ten World Cup stadiums as well at 10 malls across the country (Sandton City, Menlyn Shopping Centre, V&A Waterfront, Melrose Arch, Greenacres, Loch Logan Waterfront, Pavilion , Gateway, Cresta and Eastgate). These activations, along with the "3D world, Created by Sony", provided visitors with the opportunity to experience the many different elements of 3D first hand.
The Volcano Group is a multi-disciplinary Through-The-Line agency group offering an Integrated Marketing Communications service. Headed by Paul Jackson, as MD for the group, Volcano is a force in the advertising and public relations arena. Visit www.volcano.co.za for more information.
"We were extremely proud to be apart of this historical and ground breaking moment for both our client, Sony, and for the country. The combination of passion mixed with attention to detail resulted in a truly successful campaign with one of the worlds most recognised brands," concluded Paul Jackson.
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