We approached Sony PlayStation in 2001 with a marketing concept designed to maximise their brand exposure among their target 14-15 age group, whilst also enabling them to help local communities by encouraging kids to get out and do some exercise. The plan was to organise an exciting schools football competition, with all of the participating schools receiving a free set of branded PlayStation2 football kit in school colours. Matches would be played in purpose-built branded inflatable arenas.
What began as a one-off competition in Birmingham involving 20 schools has blossomed into a truly pan-European event, with several annual tournaments in the UK, Spain, France and Germany. And many more countries are on the verge of signing up. The fact that the best team in each country wins a once in a lifetime trip to the Champion's League final courtesy of PlayStation is a strong selling point.
In each country we have secured the services of top international footballers to endorse and attend the tournaments. These include Jean-Pierre Papin, Ledley King, Les Ferdinand, Michael Ballack, Fernando Morientes and Thomas Helmer. Thanks to our extensive network of contacts we have been able to achieve comprehensive media exposure for the PlayStation Schools' Cup, which now has a first-class reputation as a fun, stimulating and well-organised competition.
"We are delighted by the development of the PlayStation Schools' Cup. The events are always well organised and within budget. Be Sports creativity, drive and professionalism make them a pleasure to work with."
Darren Carter - Vice President,
Brand and Consumer Marketing, Sony Computer Entertainment Europe.
Client: Sony
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