Sony Ericsson Night Tennis

Project lead for concept development and live global implementation.

 

Brief objective was to develop a campaign that capitalised on their sponsorship of the WTA and make it relevant to their youth audience (16 to 25) across the world and create sharable content.

 

The solution was Night Tennis, this was a bespoke Sony Ericsson Global property with fully integrated support campaign. The game reinvented in total darkness: A UV-lit court, new rules with semi-professional players and WTA players competing as well as famous ex-players like Pat Cash and a UV fashion show.

 

The tournament was set to live music from the world’s finest DJ talent including Masters At Work, Tiesto, Paul Oakenfold, Darren Emerson, Bob Sinclair and Groove Armada.

 

Incredible production values across all events including a touring 35m projection screen that created a genuine entertainment event with tennis at the core.

 

Result was four capacity events held in Madrid, Miami, Zurich and Melbourne. Attended by over 14k consumers and VIPs with over 150k people registering for tickets.

 

Night Tennis content was used in over 35 markets globally and directly linked to 350k handset sales. Over $15 million delivered in media value in the US alone.

Client / 

Sony Ericsson Global

 

Agency / 

iris Worldwide

 

Project duration / 

18 months

Photography / tomoldham.com

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