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Sony PlayStation
You Are Not Ready/red E

RAN IN: United States

CLIENT
Sony Computer Entertainment America, Inc.

AGENCY
TBWA\Chiat\Day *Lead Agency


SUMMARY

Launch campaign for Sony Playstation, targeting hard core videogame enthusiast. The strategy was to provoke the jaded target audience into rising to the challenge of the games. Campaign objectives were to build awareness, position brand as "intense," drive trial and ultimately achieve aggresive volume goals. With moderate budget, surpassed client's launch objectives.


Language: English