Sony Computer Entertainment Europe (SCEE) Announce new PlayStation® 3 Campaign The Game is just the start! 28th August will see the showcasing of the first major campaign for [...]

Sony Computer Entertainment Europe (SCEE) Announce new PlayStation® 3 Campaign
 
The Game is just the start!
 
28th August will see the showcasing of the first major campaign for PlayStation 3 since launch. The new work created by TBWA\London will for the first time articulate the full PlayStation experience; encompassing hardware, software and online.
 
In a departure from previous campaigns the focus will be on celebrating the direct benefits the audience can enjoy.
 
All work will utilise the end tagline ‘The game is just the start’ and will see a major investment in marketing. Campaign highlights:
 
4 x 30” tv spots
6 print executions
Outdoor
Total European spend £82m – planning handled by OMD
UK spend £6m – planning handled by MGM
 
The campaign will set out SCEE’s definition of interactive entertainment, highlighting the breadth of content, social and hardcore gaming that PlayStation 3 offers; demonstrating the sheer scale of richer, exciting and truly open ended experience.
 
UK Marketing Director Alan Duncan states: “Two years after launch PlayStation 3 is realising its full potential. User-generated games like LittleBigPlanet are making gaming truly open-ended. Online gaming now encompasses everything from shoot ‘em ups to uploading SingStar performances and downloading content. Blu-ray turns the console into a high-definition movie player, Vidzone allows you to create your own music channel and PlayTV™ means PS3™ is capable of recording live TV and beaming it to your PSP™ anywhere in the world. The console is moving beyond gaming and gaming is moving beyond discs.
 
“In the new campaign, we showcase the new experiences that can start from a PS3, such as catching up with the latest BBC shows on BBC iPlayer, or playing football tournaments with people from around the world via the PlayStation Network”.
 
Al Young Executive Creative Director TBWA\London continues: "The new PS3 Campaign is a visual celebration of how open ended gaming on PlayStation has become. It dramatises how the console transports you way beyond the boundaries of conventional gaming. Each commercial takes the viewer on a journey, whether to a vivid new world of visual entertainment or to a place where social gaming unfolds like never before."