In collaboration with Sweden' biggest news site we created Xperia Football Cancellation; a button that took out all the World Cup news.
When the button was used, Sony banners appeared to promote Xperia Z2 and Digital Noise Cancellation.
Xperia Football Cancellation was implemented both on the site as well as the mobile site, from the first game until the final in Rio.
Our goal was to reach between 80,000 to 100,000 "switch settings" during the period, and to deliver a higher growth than the rest of the market (In retrospect, approximately 5% increase).
• 361 457 people cancelled the football news during the FIFA World Cup.
• That's an interaction with 11% of Aftonbladet.se and Aftonbladet's mobile site's readers
• Xperia Z2 increased 40% in sales during the FIFA World Cup.
• Sales of Sony's smartphones in the high-end segment increased by +60% compared to the same period last year (2013).
Xperia™ Z2 is the world’s first smartphone with sound reducing technology; Digital Noise Cancellation. Simply by pressing a button this function will allow the earphones to erase virtually all outside noise.
As official partner of the 2014 FIFA World Cup, our aim was to please both the ones who love the game, and the ones who don't. We wanted to give them a option to take away the biggest noise during these weeks, football itself.