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The Launch Of Ps4

基本信息
行业: 玩具与游戏
媒体:推广与活动
投放:美国
风格: Minimalism
说明cnen
Brief Explanation
The elevator pitch:This is the story of how PlayStation North America came from having the lowest install base, in third place to win the launch of the 8th generation gaming console war. Despite being significantly outspent by the competition, PlayStation was able to pull off the fastest selling launch in console history. We did this by recommitting to core gamers in everything we did, building momentum early and martialing all our resources behind a single idea: Greatness Awaits. The task: take PlayStation back to #1 In 2013 our task was to launch the PS4 console and to return PlayStation to #1 in the console market.It was crucial to win at launch. A launch can make or break the brand across the entire generation of the console. To win the hardware race sets you up to win software sales - which drive revenue, and the early adopters who buy at launch are the highest lifetime value consumers. But the 2013 PS4 launch would be especially challenging because:?PlayStation was behind on all predictive measures?Gamers had switch out of their current console for PS to get to #1 ?PlayStation would be significantly outspent in marketing?Our platform and our key competitors’ had comparable titles and featuresThe central pillar of our strategy: recommit to gamers Right from the moment we announced the launch, every single action we took spoke to the fact that PlayStation is ‘for gamers’. -we found an idea that spoke to the central truth of why console gamers game : ‘Greatness Awaits’-we martialled the whole brand (software and hardware) behind this single idea-we ‘pre-launched’ to the heartland base, ensuring momentum long before we could be outspentThe results:Despite being significantly outspent, in 6 months the PlayStation Brand reversed over 6 years of decline, finally passing our closest competitor in terms of momentum. PS4 won the valuable and influential early adopter audience, regaining #1 place, and reversing key brand metrics: console potential, purchase intent , brand momentum and branding . The PS4 became the fastest selling console launch in history.
Confidential Information
All confidential information is sourced in the paper, and located in the appendix. The entire appendix is confidential.
制作信息
品牌:
广告公司:
首席创意官:
创意总监:
文案:
美术指导:
客户企划:
导演:
其他职位:Strategist: Angela Sun
Communications Planner: Benjamin Zoll
Vice President Marketing: John Koller
Senior Vice President: Guy Longworth
Creative Chairman: John Patroulis
Head of Communications Planning: Julian Cole
Strategy Director: Kendra Salvatore
Vice President Marketing: Maria Surricchio
Director of Marketing: Mary Yee
VP: Rick Banks
Chief Strategy Officer: Sarah Watson
奖项
戛纳国际创意节 2015
铜奖 创意实效
Creative Effectiveness
戛纳国际创意节 2014
金奖 网络
Travel, Entertainment & Leisure
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