Background

• 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.

 

Objectives

• 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.