Euro 2004 :
From June 13th to 25th

Hôtel de Bérulle, Paris 7è
Typical Parisian appartment of 250 m2,with wooden floor and ceiling decorated with moldings.
Private garden of 250 m2 open to the guests.

SITUATION

Since the 1998 World Cup victory, French people have a different vision on Football.

Perceived as a macho, popular, even has been sport before the World Cup, Football since then made its come back into French people heart.. The successes of the France team during the Euro 2000 and the Confederations Cup 2003 confirmed that during the major competitions, Football federates passion and more and more fans.

The Euro 2004 approached. France was once more part of the challengers. The pressure from the Press was heavier than ever..

La MJC proposed to Playstation 2, SFR and Sony, to take advantage of this burst in creating together, a succession of federating and festive events based on the frequency of the France team matches.

The goal was to mix together in a very beautiful appartment, individuals from fashion, design, press, art, etcÂ…with true football fans, in order to watch altogether on wide flat screens the France Team matches live broadcasts at the Euro 2004.

Therefore, each brand invited around 50 VIP guests to watch the live broadcasts of the France team matches in a totally new environment.
The patriotism and the passion of football helped the communication and the dialogue between all the guests

-The location was magnificient, the catering was continuous, Dj’s played before and after the matches to liven things up, and the atmosphere during the broadcasts was incredible (especially an unforgettable France vs England) !

-The appartment was constitued of several rooms where Sony settled high tech material to ensure high quality broadcasts – wide flat screens, video projectors, all associated to home sound systems to optimize the atmosphere.

-In each room, collector Playstations 2 were connected to LCD screens, at the guests disposal in order to introduce « Le Monde des Bleus » game.

-The garden was the perfect relaxing spot. Thanks to the Summer heat and sun, a bar and a barbecue were proposed in this flowery environment.

-A SFR photo stand was set at the entrance, each picture shot at the We Love Football apartment, took part of big installation organized at the City Hall plaza.

-One of the room was dedicated to the Colette store, which was partner on the event. The colors of the French team were everywhere make up, tees, pin’s even cotton candies !

GOALS

-Popularize Football and improve the image of this sport, in the opinion of a less concerned target -Proposing an alternative vision, closer to the inner values of these happy fews.

-Federate different populations made of experts and novices, in the name of sport.

-Offer a window to the Sony last technologic innovations:
Home Cinema systems,Flat and LCD screens, Video ProjectorsÂ…

EXTRA PARTNERS

Colette
So Foot Magazine

RESULTS

-A good mix of football fans and novices.

-200 attendees per match.

-An exceptionnal meeting point. A place to remember to live Football matches live broadcasts.

-A friendly and festive atmosphere that paid tribute to the fair play spirit of Football.

PRESS COVERAGE

Scan So Foot