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 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.
It joined forces with agencies within South Africa to achieve the necessary results required on the campaign. The Volcano Group played a strategic and implementation function on all elements of the campaign, which included mall and stadium activations (within SA) as well as the successful Nelson Mandela Square '3D world, Created by Sony' activation with PR support on all elements both local and international by Volcano PR.
Furthermore, it was tasked to bring together all the 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.
Sony also achieved 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.
