This document summarizes Sony's launch event for the PlayStation 3 Slim and PSP Go in Malaysia on October 31, 2009. The event was held at One Utama Shopping Mall and included hands-on areas for the new consoles, games, and Blu-ray movies. Over 170 customers attended despite rainy weather. The first buyer in line purchased a PS3 Slim after waiting over 48 hours. Surveys found that most customers planned to use the PS3 Slim for Blu-ray movies in addition to gaming. The event helped promote Sony's gaming brands and culture in Malaysia.
2. 2
FY09 Playstation Launch
Somas Marketing/ 2009.10.31
Objective to achieve for this launch event
Official Launch for the “New” PS3 and PSP Go in Malaysia
Create the great exposure for Sony and Playstation Branding
Continuous to create the game culture & Sales Opportunity
4. 4
FY09 Playstation Launch
Somas Marketing/ 2009.10.31
PS3 New Games Title Corner
Sony Blu-ray world
(PS3 + Home Theater)
Playstation Evolution Corner
5. 5
FY09 Playstation Launch
Somas Marketing/ 2009.10.31
PSP Go hands on corner
PSP Go connectivity display
(With PlayStation Store)
6. 6
FY09 Playstation Launch
Somas Marketing/ 2009.10.31
Hands on corner
Blu-ray corner hands on PSP go hands on
PS3 new games hands on
8. 8
FY09 Playstation Launch
Somas Marketing/ 2009.10.31
Queue & Sales Area
More than 170 customers queue and purchased PS3 Slim & PSP Go
Sales Booth
Queue more than 48 hours
10. 10
FY09 Playstation Launch
Somas Marketing/ 2009.10.31
Prize Presentation
First PS3 Slim buyer
First PSP Go buyer
24 hours Game
Competition Champion
11. 11
FY09 Playstation Launch
Somas Marketing/ 2009.10.31
2008
2009
Joey Lim – First PS3 buyer in Malaysia
Queue more than “48” hours
Joey Lim – First PS3 Slim buyer in Malaysia
Queue more than “48” hours
She did it again……. First buyer for PS3 Slim in Malaysia
23. 23
FY09 Playstation Launch
Somas Marketing/ 2009.10.31
Total Playstation products sold during the official launch
PS launch event
QTY : 155 units of PS3 slim and 16 units of PSP Go has been sold
Amt : RM233929.00
24. 24
FY09 Playstation Launch
Somas Marketing/ 2009.10.31
Survey from the public
Majority of public get to know about the PS launch from Radio and Online
Playstation Launch Survey
25. 25
FY09 Playstation Launch
Somas Marketing/ 2009.10.31
Besides playing games, most of the customer will used PS3 for Blu-ray movie
27. 27
FY09 Playstation Launch
Somas Marketing/ 2009.10.31
Up to date we manage to
have “1244” members as the
Playstation friend
(100% members increase
compare with June 2009)
Playstation Friends
29. 29
FY09 Playstation Launch
Somas Marketing/ 2009.10.31
Fly FM Radio Advertisement
Online Package
announcement
Aquarium
Game
Recruitment
Game
Competition
23rd September 2009 – Launch date announcement
Online
Halloween Party
Launch
Online launch
venue
announcement
Billboard
Game
Competition
Game
Competition
Game
Competition
Game
Competition
Game
Competition
Game
Competition
One month advance activities to create the hype of the launch
30. 30
FY09 Playstation Launch
Somas Marketing/ 2009.10.31
Playstation 3 Slim and PSP Go countdown webpage
@ www.sony.com.my/3
We having the countdown page to let the public guess the launch date & products
36. 36
FY09 Playstation Launch
Somas Marketing/ 2009.10.31
Feedback and findings
1) Although it is the raining session but we still manage to capture the queue
for this launch event with the attractive promotion. (Around170 customers)
2) From this launch event, we found that the PSP go exposure is not as good as
PS3 slim. Hence we need to have more promotion or activities to highlight
this product.
3) In order to promote the PSP go, we collaborate with one of the biggest broadband
provider – Steamyx as our official broadband partner. We will have more
activities to highlight PSP go online purchase game from Playstation Store.
