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SONY FIFA World Cup Activation


  • SONY’s debut in the Egyptian market was orchestrated by ELARABY Group, showcasing LED TVs, Audio Devices, and Home Theatre products.

  • SONY’s campaign aimed to bolster product quality, distinctiveness, and address clients' aspirations.



  • Generate awareness for the new product.

  • Announce SONY’s affiliation with ELARABY Group.


The Journey:

Event & On ground activation:

  • In this endeavor, ELARABY joined forces with the iconic goalkeeper Essam Elhadary to unveil SONY. Elhadary's character mirrors the product's attributes - smart, robust, and enduring - qualities recognized by all.

  • This dynamic campaign was an on-ground activation event, drawing a vast audience eager to take aim at Elhadary. Successful scorers were rewarded with LED TVs from SONY.

WhatsApp Image 2020-11-24 at 5.34.42 PM
WhatsApp Image 2020-11-24 at 5.34.41 PM.
WhatsApp Image 2020-11-24 at 5.34.42 PM.
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