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Sony PlayStation
It Only Does Everything

RAN IN: United States

CLIENT
Sony Computer Entertainment America, Inc.

Peter Dille, SVP, Marketing
Scott Steinberg, VP, Product Marketing
John Koller, Director, Hardware Marketing
Kim Nguyen, Brand Manager, Hardware

AGENCY
Deutsch Los Angeles *Lead Agency

John McGonigle, EVP, Group Account Director
Mike Bryce, EVP, Group Creative Director
Jason Elm, EVP, Group Creative Director
Josh Fell, Associate Creative Director
Ryan Dickey, Senior Art Director


SUMMARY

Once an industry leader, PlayStation stumbled when it launched the PS3. It was too expensive and too intimidating, so people didn't understand everything it could do beyond gaming, like Blu-ray movies, video downloading, wi-fi and more. Our communication strategy needed to deliver this information and in a brand voice that welcomed a wider audience while also staying credible with core gamers. Since its launch, the 'It Only Does Everything' campaign, featuring the likable Kevin Butler, has boosted PS3 sales by 65% and made PlayStation into an iconic brand once again.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Interactive, Events

Audience: Connect with a new audience,Launch or relaunch a brand/product,Speak to men,Speak to women, Speak to Teens , Speak to Young Men,Speak to Young Women

Type: Business to Consumer

Classification: National

Language: English