Sony is preparing another explosion in Europe. What turns TBWA / London campaign Play Station 3 ???

Sony launches pan-European advertising campaign for the launch of Play Station 3. Manufacturer out of the traditional concentrated on TV the strategy and translates their budgets to new media.
The target audience of the product - the youth, which is no longer possible to "catch" with traditional media.

TBWA / London has created 8 different ways, chief among them - a fictional character Bruce Leghorn. It will be the face of the campaign on TV, in the press and on-line campaign. Currently in theaters started broadcasting teaser video, stylized movie trailers, announcing the release date of the new consoles.

















Sony Play Station 3 - Trailer

See (3, 13 MB, MPG)

ATL-campaign will be launched next week - March 16, and will begin to promote the site www.thisisliving.tv. March 16 to become a resource-line hotel in which inhabit and 8 characters created by TBWA / London. After starting the console by means of television commercials, advertising in cinemas and layouts in press Sony tells the story of each of the characters.

The denouement of history Play Station will present in May. On the screens will minute film "Catastrophe» (Meltdown). Three-minute video edition will be available on the website www.thisisliving.tv, a full 6-minute version of the spot will be available on DVD, along with the magazine Little White Lies.

Media planning agency engaged MG OMD.

via www.thisisliving.tv/