Live the football fever in Brazil!

The main objective of the campaign was to increase brand loyalty and stimulate sales by bonding the brand with the major football event of the year — World Cup in Brazil.  We developed an integrated marketing campaign with stimulating lottery as the core activity. Each week Sony TV sets were distributed to the winning participants. The main prize was a unique chance to attend the World Cup ¼ final match in Brazil!

The campaign featured the creation of promotion video, in-store and outdoor materials, activities in the shopping malls. A strong communication plan ensured high level of participation.