Sony Playstation – Buzz Junior Jungle Party Disrupting the console gaming market RUMOUR AROUND THE BRAND
Background <ul><li>Sony Playstation 2 faces hard competition from XBox and Wii </li></ul><ul><li>Running up to the launch ...
Objectives <ul><li>Promote the Sony Playstation 2 game:  Buzz Junior Jungle Party </li></ul><ul><li>Promote Playstation 2 ...
Strategy <ul><li>Buzz Junior Jungle party is so easy to play, that anyone can play </li></ul><ul><li>From now on, three ge...
Creative work <ul><li>Posters </li></ul><ul><li>In-store materials </li></ul><ul><li>Promo teams </li></ul><ul><li>TV-form...
Poster
In-store materials Mask Display Wobbler
Promo teams
Results <ul><li>Quantitative:   </li></ul><ul><li>More than 36.365 games sold (target was: 32.000)  </li></ul><ul><li>More...
See also <ul><li>Movie on YouTube describing the disruptive nature of this case: http://www.youtube.com/watch?v=wKMw9bmVeT...
Contact <ul><li>For more information, please contact: Dirk Johan Klanker [email_address] </li></ul>
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Sony Playstation - Buzz Junior Jungle Party

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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.

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Sony Playstation - Buzz Junior Jungle Party

  1. 1. Sony Playstation – Buzz Junior Jungle Party Disrupting the console gaming market RUMOUR AROUND THE BRAND
  2. 2. Background <ul><li>Sony Playstation 2 faces hard competition from XBox and Wii </li></ul><ul><li>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 </li></ul>
  3. 3. Objectives <ul><li>Promote the Sony Playstation 2 game: Buzz Junior Jungle Party </li></ul><ul><li>Promote Playstation 2 console as a social gaming console </li></ul>
  4. 4. Strategy <ul><li>Buzz Junior Jungle party is so easy to play, that anyone can play </li></ul><ul><li>From now on, three generations can play: kids, parents, and their grandparents: Sony Playstation 2 is a three generation console </li></ul><ul><li>Grandparents have a unique quality: they are seen as wise, friendly and powerful </li></ul><ul><li>Our disruptive idea: </li></ul><ul><li>Use grandparents to promote the game as well as the Sony Playstation 2 console </li></ul>
  5. 5. Creative work <ul><li>Posters </li></ul><ul><li>In-store materials </li></ul><ul><li>Promo teams </li></ul><ul><li>TV-format </li></ul>
  6. 6. Poster
  7. 7. In-store materials Mask Display Wobbler
  8. 8. Promo teams
  9. 9. Results <ul><li>Quantitative: </li></ul><ul><li>More than 36.365 games sold (target was: 32.000) </li></ul><ul><li>More than 1 million children encountered the Buzz™ creative work </li></ul><ul><li>Qualitative: </li></ul><ul><li>Ecstatic reactions from target group </li></ul><ul><li>Much attention from the press </li></ul>
  10. 10. See also <ul><li>Movie on YouTube describing the disruptive nature of this case: http://www.youtube.com/watch?v=wKMw9bmVeT8 </li></ul>
  11. 11. Contact <ul><li>For more information, please contact: Dirk Johan Klanker [email_address] </li></ul>

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