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Sony Ericsson 'Replay'

Agency: iris

Client: Sony Ericsson

It’s back to basics with football in a new integrated campaign for Sony Ericsson’s sponsorship of the UEFA Champions League.

Created by integrated marketing agency iris, the ‘Replay’ campaign aims to promote Sony Ericsson’s Cyber-Shot handsets from Vodafone stores by re-inventing the schoolyard game ‘Wallsey’, where friends challenge each other to return a ball kicked against a wall.

Aimed at football fans aged 16-25, the pan-European campaign includes this viral featuring football trickster Colin Nell.  The viral campaign centres around one guy kicking a ball against a wall, whilst imagining he’s winning an intense battle of skills while a crowd watches.

In addition to the viral, activity will include posters, online banners, a website ( and WAP site where fans will be able to find out how to play the Replay game, view rules and key moves, and discover more about the Cyber-Shot range and accessories they can use to capture their skills.

This initial launch phase will be supported by experiential activity, devised by iris Experience, which will see the Replay game visit key cities across Europe.   Fans will have a chance to have a go at playing the game themselves on specially designed Replay walls, accompanied by Cyber-Shot handset demonstrations and a promotional drive to Vodafone stores.

Once in store, customers will have the opportunity to purchase a special Replay branded Cyber-Shot handset, with access via the WAP site to exclusive UEFA Champions League content, including wallpapers, screensavers, ring-tones and goal highlights from the latest round of qualifying for free.

Those purchasing the REPLAY handset will also receive an official UEFA Champions League ball with which to play the game.

There will also be a competition to win tickets to the Replay party, which will be held on the night of the UEFA Champions League final. After the live screening of the match, Replay professionals will be showcasing the game against a Replay wall, whilst the crowd party late into the night.

Global Marketing Manager Sony Ericsson, Timo Maassmann, said, “We’ve put the Cyber-Shot handset at the heart of an inspiring football campaign, which aims to motivate football lovers to grab a ball with friends and capture those spontaneous moves that can be replayed again and again.”

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