When the trophy arrived at the Melrose Arch at 09h00 amidst extensive security, a queue was already forming outside the huge inflatable, Sony-branded tent. State-of-the-art Sony products were used during the process of taking and printing the pictures, giving consumers a glimpse of the technology they can expect to experience during next year’s FIFA 2010 World Cup™. Sony DSLR-A900 ? (pronounced “alpha”) DSLR cameras were used to take the 24 Megapixel pictures, BRAVIA LCD monitors showed participants in High Definition what their pictures would look like, and a bank of Sony UP-DR150 printers were used for faultless, smooth printing of the fans’ photographs.

This occasion was the culmination of a whirlwind tour of the official 2010 FIFA World Cup™ Winners’ Trophy to SA. The previous day, Thursday, the trophy started its tour at Morning Live, broadcasted from the Africa Museum in downtown Johannesburg. From there it was taken to various radio and television stations where staff members of the broadcast stations were invited to have their pictures taken with the trophy. The reaction was the same everywhere: it was as if a world famous celebrity had entered the room, and staff members teamed up for group photos.

On Friday morning, just after 06h00, the Trophy was presented on e-tv’s Sunrise programme, and then took a trip to Highveld Stereo’s premises before being taken to Melrose Arch.

According to Sony SA’s Senior Brand Manager, Andrew Fraser, the Winners’ Cup was brought to SA to intensify interest in the 2010 FIFA World Cup™ (South Africa), and to heighten awareness of the Sony brand. It also created a perfect opportunity to make consumers aware of Sony’s involvement in the 2010 FIFA World Cup™.

Says Fraser: “We have been able to give more than 5000 people, including the media, the opportunity to see the official 2010 FIFA World Cup™ Winner’s Trophy live and to interact with football fans on a personal level.”

He continues: “The 2010 FIFA World Cup™ offers almost unlimited opportunities to Sony to heighten consumers’ awareness of the brand and enhance our overall corporate value. We are excited to showcase our products and services during the biggest single-sports event in the world.”

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