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$TBWA\LONDON unveils national print campaign for the UK launch of PSP$

TBWA\LONDON unveils national print campaign for the UK launch of PSP

16\08\2005

TBWA\LONDON is set to unveil the UK launch of the PSPâ„¢ PlayStation® Portable, the handheld entertainment device from PlayStation, in an £2 million national print campaign. A poster campaign will officially break nationally on 29th August following a teaser campaign that will run two weeks prior.

The campaign aims to create excitement around the launch of PSP - a multifunctional entertainment device capable of playing games, movies, music and viewing pictures - which will be available in the UK from 1st September.

The campaign focuses on the functions of the PSP through the four icons unique to the PSP toolbar representing each function - the gaming icon, the music icon, the film icon and the stills icon. The icons are introduced in the campaign and form the central focus, illustrating the impact of PSP.

The initial two-week teaser campaign will showcase totally unbranded and seemingly random images of a similar style to those displayed in a photo exhibit. “Granny” shows an old lady rollerblading across a wooden floor, “Plant” shows a little girl sowing seeds in a garden, while “lift” features a suited businessman standing in a lift.

The official launch of the poster campaign on 29th August brings the teaser campaign to a conclusion and heralds the arrival of PSP by introducing the iconic symbols present on the device into the seemingly unrelated scene, signifying that PSP can strike anywhere, anytime.

In “Granny” it’s revealed that the old lady has been tripped up by the impact of the symbols, “Plant” shows the little girl crying once she’s discovered her seeds have grown into the four unmistakable PSP icons, while “Lift” sees the businessman being squashed into the corner of the lift. All executions carry the website address, www.yourpsp.com and announce “PSP is here”

Alan Duncan, marketing director of Sony Computer Entertainment UK said “PSP is the beginning of an exciting new business for us and the campaign reflects the impact and potential of the new platform.”

Danny Brooke-Taylor, joint creative director of TBWA\LONDON said, “PSP is going to have a colossal impact. These ads are a literal dramatisation of that”.

Tony McTear, joint creative director of TBWA\LONDON said, “We simply wanted to strip away the layers and create an ad that you can’t describe without describing the product itself”.

The poster campaign was created by Danny Brooke-Taylor, Tony McTear, Simon Hardy and James Gilham.

The campaign will continue with the launch of TV and a press campaign in November. Separate print executions will run from the launch, highlighting individual software titles using the same concept.

Ambient activity will also take place in the lead up to the launch in stores and public areas.

-end-

For further information on TBWA\LONDON please contact: Avril Canavan, avril.canavan@tbwa-london.com 020 7573 7113 / 07946416607

Notes to the Editor

Poster Airdates Teaser — 15th August Launch — 29th August

Print Credits Media Spend - £2 million Project — PSP Launch Client —Brief — create excitement around the launch of PSP Creative Agency - TBWA\LONDON Writer — Danny Brooke-Taylor, Tony McTear, Simon Hardy and James Gilham
Art Director - Danny Brooke-Taylor, Tony McTear, Simon Hardy and James Gilham Art Buyer — Claire Delafons
Photographer — Alan Powdrill Account Management — Tom Ward Planners — Nicole Rocheleau Media Agency — MGM OMD Exposure — National
Post Production — Smoke and Mirrors

Author:: Avril Canavan
Tags:: psp

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TBWA\LONDON unveils national print campaign for the UK launch of PSP

16\08\2005

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