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$TBWA\LONDON Launches Ambitious multi-media campaign for PS3$

TBWA\LONDON Launches Ambitious multi-media campaign for PS3

05\03\2007

Sony PlayStation is this week unveiling an ambitious multi-media campaign, created by TBWA\LONDON, for the launch of its entertainment supercomputer - the PlayStation 3. Designed to be as entertaining, interactive and evolving as the product itself, the edgy campaign ‘This Is Living’ invites an audience of entertainment enthusiasts into a multi-character drama.

With over 40 pieces of unique creative content, no lead medium and no one entry point, activity has been designed to invite consumers into an unknown world to unfold the story, whether that be online, in print, TV, cinema or through events or stunts.

Films of the campaign’s characters, who are all residents of a mysterious hotel, will be seeded online from 5th March — the only clue as to their origins being their monologues about ‘This Is Living’, a direct reference to the living, evolving nature of the product itself.

Each character is as diverse as the next. Bubba, the public face of the hotel who meets and greets patrons; Lieutenant Kovac, the tattooed mercenary; Bruce Leghorn, quiz show legend and the very definition of self obsession; Cherry, naive but with the ambition to take on the world; Keiji, the enigmatic figure who never speaks; Plato, the world famous centre forward and finally Hotdog and Lucia, the passionate, romantic criminals.

In the UK, a 60” unbranded trailer will simultaneously launch in Silver Spot cinemas, driving the audience to www.thisisliving.tv where they can ‘check in’ to the hotel by registering. They will then be able to receive alerts up until the launch date on 23rd March.

On 9th March the first branded trailer film will launch on VOD pre-rolls on 4OD and Sky as 30” and 60” edits, and a week later on TV with the aim of introducing the hotel and characters in context.

To add to the intrigue, the campaign invites the audience to stumble upon clues relating to the existence of the characters and the hotel they reside in — from first person reviews of the hotel on TripAdvisor.com to Lieutenant Kovac’s medals for sale on eBay, each channel of communication is designed to add another dimension to the story.

On the product launch date of 23rd March the website officially opens and the hotel rooms of the characters can be explored. Visitors can upload user generated content and interconnect the audience. A 60” branded film ‘Grenade’ will also launch on cinema, TV, online and pre-rolls.

The campaign will aim to continue the momentum with another trailer ‘Underbelly’ launching on TV and in cinema while character films on TV help the audience put together the pieces of the drama unfolding before them as they see more of an insight and the characters collide. A print campaign in national weekend magazines will also run and tell the characters’ back-stories.

The grand finale ‘Meltdown’ will be released in three stages. Firstly as a 60” TV and cinema spot, then a 3 minute version will be available on the website. Finally the full 6-minute film and full character films will feature as DVD covermounts on ‘Little White Lies’ magazine and ‘Don’t Panic’ before being made available on the web and in the cinema.

Tony McTear, creative director of TBWA\LONDON said, “We sought to create something new and innovative that is both relevant to the product and our audience of entertainment enthusiasts who spend their time downloading entertainment, building play lists, blogging and networking online. This is a totally new audience to any previous launch. It’s an audience that expect and demand interactive and challenging entertainment. This Is Living is a truly big idea that delivers across multiple channels as well as multiple countries”.

Steve Henry, executive creative director said, “It’s difficult to define this campaign. It’s so fresh and multi-faceted. Conventional advertising fits neatly into a box, and that’s its main drawback. This work has no single entry point, and it explodes into a world of entertainment. And entertainment is the core, not the traditional hard sell of advertising. At TBWA we believe that brands need to be media in their own rights - destinations which provide engaging content for their customers. And that’s got to be much bigger than advertising as we know it. This isn’t about a 2-minute TV ad, this is about making content across the whole range of media. Because our competition isn’t ads - it’s the latest DVD, the latest CD, going clubbing.”

In September STREAM\ TBWA’s brand entertainment arm created a series of online stories to communicate the products benefits.

Author:: Avril Canavan
Tags:: playstation; sony; this is living

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TBWA\LONDON Launches Ambitious multi-media campaign for PS3

05\03\2007

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