BRIEF

Activation  & Event management for the Launch of the trio of new Xperia handsets for the Irish Market

WHERE

Taste of Dublin’ annual festivals, Ireland

WHY

To ensure that Sony’s latest devices stood out from the crowd and that the Sony brand gained maximum exposure and publicity, on their new product, from the event. Sony were keen to publicise their recent collaboration with Irish celebrity chef Kevin Dundon on an entirely new product, the SousVide cooking system from Soho Appliances which integrates the latest technology to allow seamless control via smartphone or tablet. The aim of its appearance at Taste was to generate interest and pre-orders prior to its launch date.

WHO

35,000 Brand savvy, passionate and affluent attendees.

WHAT WE DID

Grooveyard were responsible for the Event management & installation of the popular ‘Xperia Lounge’, Sony’s key exhibition area at this year’s festival. Grooveyard installed and fitted out a 10m x 10 metre fully branded structure which housed the Xperia Lounge for the duration of the festival. To maximise reach and amplify on digital, Sony also had outdoor space at TASTE where Grooveyard erected a large outdoor screen and provided festival goers with branded seats to watch the interactive social media wall; ticket holders could see their own tweets and photos come up in real time.

Carefully selected brand ambassadors encouraged attendees to interact with the stand, take photos with custom signage and share them on social media using the hastag #WhatsyourX Grooveyard’s professional photographers captured all of the action over the course of the festival ensuring that Sony had quality content for the media. Grooveyard also managed all of the AV for Sony which included the facilitation of and outside broadcast for national radio station TodayFM as the Louise Duffy show went out live from the Xperia Lounge.

 

SERVICES DELIVERED

CONCEPT CREATION

EVENT MANAGEMENT

CREATIVE GRAPHIC BRANDING

END TO END SEAMLESS DELIVERY

 

RESULTS

Media exposure for the Taste of Dublin event included print media from Irish Independent, Sunday and the Sunday Independent; radio partners Today FM broadcasted live from the Sony Xperia Lounge which resulted in mass exposure for Sony. Celebrities also stopped by to say hello too including Kathryn Thomas of Operation Transformation and Brendan O’Connor; all of these appearances helped amplify the experience for attendees and helped generate traction.