Each campaign had a bespoke creative solution to maximise the PR potential and encourage local market participation. In Madrid, a small scale tennis court was built at the brand new airport with Sony Ericsson branding – a media first. The tennis ball creative ideas in Miami were developed between the media owner, creative agency and the media agency.

The feedback from the respective stakeholders was strong. The local retailers engaged in local promotions and reported increased Sony Ericsson sales. The WTA felt that the campaign had given them a ‘halo’ effective for their tournaments. Massive PR was generated by the campaigns that ran in Miami, Berlin and Madrid.