2. Campaign Content
• Brand Ambassador
• The promotion was supported with a comprehensive marketing campaign driving
consumers to retail including:
- National & regional newspaper press ads
- National radio promotion
- Regional radio advertorials
- Editorial interviews with campaign endorser
• Customer receives a “free instant win gamecard” after experiencing Sony Bravia
and Sky HD at a participating store
• The uniquely coded “free instant gamecard” directs the customer to a dedicated
website - www.sonyandskyhd.com/stevengerrard - to input their unique code to see
if they have won a prize
• Internal Comms
3. Introduction
• A major partner promotional campaign was implemented to support Sony and
Sky’s partnership for High Definition (HD) products fronted by UEFA
Champions League winner and Liverpool captain Steven Gerrard
• The promotional campaign ran for a period of eight weeks
• The promotion went live in over 700 electrical stores across the UK (Sony
Centres, independents, Comet, John Lewis)
• Sony is an official UEFA Champions League sponsor and Sky Sports HD
broadcasts live coverage of the UEFA Champions League
• The objective of the promotion is to make customers aware that the best way
to experience broadcast High Definition content is with a Sky HD box and a
Sony Bravia HD TV
7. Prizes
• There are seven levels of prizes to ensure a high perceived value for the higher
tier prizes and a “money-can’t-buy” aspect:
10 training sessions for two people with Steven Gerrard
2 trips to this season’s Champions League Final for two people
5 ultimate HD packages – a Sony Bravia LCD TV and free Sky HD for a year
10 pairs of tickets to a UK match in the UEFA Champions League 07/08 group
stages
5 Sony HD camcorders
50 Steven Gerrard signed footballs
500 free cinema tickets
23. Results
Promotion Participants
• The promotion has had over 2,000 participants in the first three weeks of the
campaign
• The website has received over 500,000 unique page impressions
• The promotion is just over half way so we expect these figures to double
Media Interviews
• Interviews with Steven Gerrard were featured in Sunday Mirror x 2, Sunday
Telegraph x 2, Zoo and FHM with a call to action driving readers into their local
electrical retailer
• To date the total reach of the features exceeds 12 million with an equivalent
advertising spend of £250,000
Virgin Radio
• Drivetime and “Rock & Roll Football” promotions were secured during March
2007 together with a microsite on the Virgin website giving details of the
promotion
• The promotions were incredibly successful as was the website with 80% of
viewers requesting more information about Sony Bravia and Sky HD
• The promotion had an audience reach of over three million with over 26 million
impacts
24. Results
Sportsmedia Bulletins
• Sports bulletins on selected regional radio stations - over ten days to tie in
with UEFA Champions League matches – featured taglines raising
awareness of the Sony and Sky HD promotion
• The taglines were a direction call to action, driving listeners into their local
electrical retailer
• The promotion had an audience reach of over just under three million with
over ten million impacts
National & Regional Advertising
• National and regional advertising was secured using the key image of Steven
Gerrard inside the Sony Bravia
• Titles featuring the advert included The Sun, Metro, thelondonpaper, The
Times with their readers specifically liable to buy HD
• Uplift in Bravia sale 14% y o y
