As one of the official sponsors of the World Cup 2014, Sony decided to communicate about the launch of its brand new Smartphone: The Xperia Z2.


THE BRIEF – Increase Sony mobile brand awareness and preference

Sony Mobile’s first wish was to demonstrate the brand new Xperia Z2 assets (image/videos quality, sound and water resistanc ) to increase its brand awareness and preference.

The fact that Sony was one of the official sponsors of the 2014 World Cup reinforced Sony Mobile’s validity to take advantage of this event to increase its visibility and provide valuable content to its core target.

So, we decided to build a strategy around the huge advantages and opportunities brought by the sponsorship.


OUR IDEA – Create an ecosystem where all the activations are connected by one single hashtag: #INSIDEMUNDIAL

MediaCom decided to increase the brand’s visibility around the target across different leverages and universes. We used the guarantee of (first online media dedicated to the 15-35 YO) and on the other hand the endorsement of the major news media LE FIGARO.FR.

These activations were all connected by one single hashtag: #INSIDEMUNDIAL

The “Inside Mundial by Sony” operation with Melty: This operation consisted of the creation of a branded dedicated space called “Inside Mundial by Sony” on where a Sony reporter was hired to experience the World Cup in various ways and to share with the users the true feeling of the World Cup in Brazil.

A special guest, Mouloud Achour (an eminent French journalist) joined the Sony reporter in Brazil for four days to support the French team in the legendary Maracanã stadium.

All of them created content highlighted the different assets of the Xperia Z2. More than 43 articles and more than 35 videos were created during the whole partnership.

The Foot Center in association with Le Figaro and Sport 24: In partnership with Le Figaro we developed a data visualization platform to help football lovers understand the stats of each team, each game and increase their knowledge about the World Cup in the easiest way.

Moreover, a previously unseen partnership was also contracted with Twitter. We were therefore able to gather all the conversations and pictures posted on Twitter about the World Cup and to display a column called “la côte d’amour des bleus” which clustered the conversations about the French Team on Twitter. This platform was able to highlight the positive or negative feelings the Twitter users expressed towards the French team and players.

An important editorial integration of the dedicated space was also developed during this partnership, with articles written by famous and specialized journalists pushed on the home page of both and Sport 24. A centre tab was also pushed on the menu bar of the as well as in the menu bar of

This operation drove an important amount of earned media on Le Figaro printed version,, Offremedia, Le and more.

TF1 Sponsorship: To support and amplify these operations as well as increase Sony Mobile’s awareness among the targeted audience, we signed up an important sponsorship with TF1 which included 300 sponsored presences combining teasers, and billboards around crucial games.


THE RESULT –  Sony was the most mentioned sponsor of the World Cup by French men (18 + YO)

The Inside Mundial campaign on We generated more than 127,000 visits on the dedicated space (+ 41% vs. targeted objectives) and more than 4000 contest participations. The average time spent on the space was higher than 5 minutes and 45 seconds. 83 497 videos views, 51 836 readings of articles and almost 908 shares.

The Foot Center campaign with and Sport 24: We generated more than 138,000 visits on the dedicated space (+38% vs targeted objectives) and 275,078 visits for the articles included branded graphs and statistics.

The TF1 sponsorship: We Recorded 1,437 GRP (+ 64% vs. targeted objectives), generated more than 285 millions contacts, a repetition of 16 and a reach (1+) of 88,4% on the targeted audience (25-49).

Twitter Campaign: The #Insidemundial was mentioned in 18,472 tweets during the communication period.

Sony Mobile had sponsored 46 sponsored tweets that led to 5.6 million impressions and recorded an average engagement rate of 6.69% (the average engagement rate on Twitter is between 1 to 3%).

@SonyXperiaFR was the lead voice in World Cup conversation among sponsors and Telco sector, with a total of 3,166 tweets over the campaign period.

Media partners drove around 300 Tweets during the campaign period, reaching 150 million impressions

To conclude, according to the Uniteam Sport Toluna Barometer which was released right after the World Cup in July 2014, Sony was the most mentioned sponsor of the World Cup by French men (18 + YO) and the third by both men and women (18+ YO).

Tesco F&F Novelty The advent of Christmas brings with it mince pies, tinsel adorned homes and, of course, Christmas jumpers. MEDIACOM CREATES ‘THE MOMENT’ FOR PRINCESS CRUISES TO ATTRACT MORE FIRST TIME CRUISERS In partnership with Princess Cruises, MediaCom's specialist division MediaCom Beyond Advertising (MBA) has released the cruise line’s first Australian-produced brand campaign, showcasing the transformative power of ‘The Moment’. PlayStation’s Universal Media Remote makes Life in the Living Room Easier A mockumentary, behavioral study commentating on the dramatic and sometimes difficult interaction between couples in the living room. Pinterest & Stylist's Handmade Christmas Christmas is approaching fast and if you aren’t quite in the Christmas spirit yet, then get ready because Pinterest have partnered with Stylist magazine to kick start your Christmas inspiration! MEDIACOM AND CUB’S GREAT NORTHERN BREWING CO. PARTNER WITH NATIONAL GEOGRAPHIC TO DISCOVER TRUE NORTH Bespoke content series featuring Outback Wrangler star Matt Wright encourages mates to relax and escape to the great outdoors to discover their True North MBA WINS BIG AT THE INTERNATIONAL CONTENT MARKETING AWARDS 2016 THREE GOLDS AND A BRONZE ROUNDS OFF ANOTHER BRILLIANT YEAR FOR MEDIACOM BEYOND ADVERTISING… MEDIACOM POLAND celebrates success at the Polish EFFIE AWARDS THE EFFIE AWARDS CELEBRATE THE GREATEST ACHIEVEMENTS IN THE FIELDS OF ADVERTISING AND MARKETING COMMUNICATIONS MediaCom Beyond Advertising South Africa wins big at the New Generation Awards MediaCom Beyond Advertising South Africa took home 5 of the 6 awards they were nominated for! MediaCom Beyond Advertising Canada Wins Cannes Lions Bronze with Skittles Holiday Pawn Shop It's never too late to celebrate, and we are very proud of our Canadian friends in team MBA for their success at the Cannes Lions with the Skittles Holiday Pawn Shop. MediaCom Russia celebrate success in the Top 10 Most Effective Agencies at the Effie Awards THE EFFIE AWARDS CELEBRATE THE GREATEST ACHIEVEMENTS IN THE FIELDS OF ADVERTISING AND MARKETING COMMUNICATIONS Churchill Lollipoppers: a multichannel success story MediaCom Beyond Advertising and Churchill Insurance embarked on an ambitious multi-channel campaign that brought together most departments within MediaCom in a truly connected and strategic system… MediaCom APAC wins big at The Festival of Media Asia Pacific Awards MediaCom receives 2 gold, 3 silver and 1 bronze award at The Festival of Media Asia Pacific Awards MediaCom Portugal wins big at the Sapo Digital Awards MediaCom Beyond Advertising Portugal has won two awards at the Sapo Digital Awards. MediaCom wins Grand Prix at Kreatura 2015 One Grand Prix and two additional statuettes continues MediaCom's success... MediaCom Wins Best Large Integrated Search Agency at UK Search Awards The UK Search Awards saw MediaCom shortlisted for 12 awards and walking away with one of the night's biggest prizes... MBA wins big at the International Content Marketing Awards 2015 The Grand Prix and four other awards rounds off a brilliant year for MediaCom Beyond Advertising… MBA Canada and Starbucks Win Silver MIA Award Silver – Best in Experiential over $100,000, Starbucks Canada for Starbucks Sparkle Shop MBA Canada + Volkswagen Win Gold MIA Award Gold – Best in Search, Volkswagen for VW Golf Head-2-Head MBA Canada + Revlon Win Bronze MIA Award Bronze – Best in Location-Based Marketing, Revlon for Revlon Éclatante de Beauté (Bursting with Beauty) MBA Canada Wins Big at the 2015 Media Innovation Awards! MBA Canada took home a Gold, a Silver, and a Bronze at the Media Innovation Awards (MIAs) The Times Ultimate Dinner Party with Siemens As part of a six week campaign we created a content partnership with The Times. Benenden – 100 Years of Fitness in 100 Seconds 100 Years of Fitness drew upon a story told with dance and music to connect the Benenden brand to consumers. Poligrip: Smooth FM Live Life Loud How Poligrip used content to inspire a younger audience to recognise that dentures aren’t a detriment to user’s lives Princess Cruises | Come Back New A global brand talks to Aussies in their language HIV Foundation Queensland - There’s Something I Want To Tell You An online and cinema documentary series telling the story of Queenslanders living with HIV MediaCom named Agency of the Year at the 2015 M&M Awards MediaCom also picked up another six wins and two highly commended at the global awards... Bose Urban Conductor How MediaCom Beyond Advertising encouraged personal engagement with Bose through the Urban Conductor Experience KFC Partners with Big Brother Canada How KFC Canada got out of commercial time, and into the game. Bose - Better Content Through Data Driving reappraisal of Bose Headphones through data driven storytelling. Delivered via a unique three way partnership between Vice, Spotify and Facebook. Shell: The Power of Sport HUMAN ENERGY LIGHTS UP A COMMUNITY MBA shortlisted for a host of awards at the 2015 M&Ms MBA's work has helped MediaCom become the most nominated agency at the 2015 M&Ms SONY XPERIA Z3 LAUNCH: #PUSHZ3LIMIT SONY XPERIA Z3 LAUNCH: #URBANZ3XPLORER Nikon 1 - Experience 1 To help Nikon making its new target aware about the brand new range of products, Mediacom created a tailor-made strategy with premium content NBC Universal Devious Maid Gets Busted: Launch of Devious Maids Season 1. How we created hype and got people talking about Devious Maids in the lead up to the premiere episode. Your Future Is Not Pretty. Make-unders showing the future ugliness of smoking. Dell | Take IT Easy Win the Hearts of the IT Administrators to win the Contracts from the IT Decision-Makers. Sony: Hi-Res Audio launch How Sony used a talent-fronted media partnership to get a group of consumers typically resistant to traditional digital banner advertising to engage with Hi-Res Audio Shell Helix - Driven to Extremes Providing a slick message to drive consideration FIFA 15 – Celebrate What is it about this video game juggernaut that is so contagious? Why do people beg their mates for just ‘one more game’? Audi: The Road to Le Mans How Audi used content to promote fuel efficiency on the Road to Le Mans Lucozade Energy: Pimp My Summer Ball How MediaCom Beyond Advertising created a content marketing campaign around Lucozade YES moments that delivered big on creativity and results. Hasbro NERF Blasters Our multi-award winning ‘Office wars’ – helping German’s have fun at work Claire Danes on a full tank What if stopping for petrol was the only thing standing between you and a good day? Mario Bros for Shell Pennzoil wins OMMA Award Leveraging Mario Kart 8's gaming heritage, SXSW technology avant garde and Jimmy Kimmel's reach we made Shell Penzoil cool. Westpac – Air Rescue A primetime documentary about the Lifesaver Rescue Helicopter Service Volkswagen Beetle In session with Abbey Road Studios T-Mobile Royal Wedding The social campaign for one of YouTube’s most famous branded videos The Beetle Shark Cage Rekindling the Beetle bromance NSW Government Get Your Hand Off It - a public awareness campaign with a naughty twist Dell Alienware Area 52 - An immersive event giving gamers an unrivalled experience Audi A6 Untitled Jersey City Project – A primetime drama on FX NSW Government – Hepatitis C An online party with an important lesson to teach