sony playstation - buzz junior jungle party
DESCRIPTION
A TBWA\ Amsterdam case for Sony Playstation. A disruptive campaign that showed the Playstation 2 as a three generations gaming console, and created rumour around the brand.TRANSCRIPT
Sony Playstation – Buzz Junior Jungle PartyDisrupting the console gaming market
RUMOUR AROUND THE BRAND
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Background
Sony Playstation 2 faces hard competition from XBox and Wii
Running up to the launch of its successor Playstation 3, Sony Playstation wants to market the PS2 as a console that is still relevant, especially for “social gaming”: games you can play together
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Objectives
Promote the Sony Playstation 2 game: Buzz Junior Jungle Party
Promote Playstation 2 console as a social gaming console
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Strategy
Buzz Junior Jungle party is so easy to play, that anyone can play
From now on, three generations can play: kids, parents, and their grandparents: Sony Playstation 2 is a three generation console
Grandparents have a unique quality: they are seen as wise, friendly and powerful
Our disruptive idea: Use grandparents to promote the game as well as the
Sony Playstation 2 console
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Creative work
Posters In-store materials Promo teams TV-format
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Poster
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In-store materials
Mask
Display
Wobbler
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Promo teams
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Results
Quantitative: More than 36.365 games sold (target was:
32.000) More than 1 million children encountered the
Buzz™ creative work
Qualitative: Ecstatic reactions from target group Much attention from the press
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See also
Movie on YouTube describing the disruptive nature of this case:
http://www.youtube.com/watch?v=wKMw9bmVeT8
