Sony has this crazy idea of starting mass advertisement of the PS3 brand.

[masteratt]

Here is the official blog entry regarding the issue: (http://blog.us.playstation.com/2007/10/04/playstation-3-brand-campaign-kicks-off/)

Hey everyone, I’m Kim Nguyen, Marketing Manager for PLAYSTATION 3. This is my first post and I’m happy to report that the PS3 brand campaign officially kicks off this week with our online campaign. The first of many banners will appear today and run through December. In a nutshell, the theme of this year’s campaign uses computer animation to model key PS3 iconography in a black onyx world. Phew, yeah, that’s a mouthful. Better yet, why don’t you see it for yourself. This link takes you to the “Blu-ray” banner and is just the beginning with lots more to come. Stay tuned…


Here is one of their first work. (http://apps.eyewonderlabs.com/adWdrVideoSpace/ad/28148/approvalJSTags.html)


I personally like it and this is the kind of advertising most of this board was bitching for :)
So there you have it.

The reason this wasn't kicked off earlier was you are not going to randomly going to kick off a campaign when you are trying to sell a $600 product.
It's just not worth the time nor the effort but now obviously with X-mas coming, you are going to want to get your product out there with all costs necessary so it's actually worth it to have a big advertising campaign.

Enjoy :)

PS: The thread title was supposed to be jokey, I am in no way actually thinking this is a crazy idea...Just wanted to clear that up in case we get some....Less thinking members picking on it

[LaLiLuLeLo]

"It's about time." They should have had this up and running 2 months before ps3 came out.

[VG Aficionado]

Wow, finally some PS3 advertising I really like. Not just decent like a few ads so far or downright awful and ineffective like many others, but a very elaborate and artistic one. Bravo.

And I guess the timing of these upcoming adds have nothing to do with a price cut ;)

[Nameless]

LOOOOOOOOOOOOOOOOOOOOOOOOONG Overdue!!!!! :rant:

[masteratt]

No it's not, it's the perfect time.
You guys have to realise advertisement like this costs SHIT LOADS of money.

You gotta have it when people are sure to spend (alas, Christmas).

[GTAce]

FINALLY

Looks good btw.
Saw a Heavenly Sword/PS3 ad for a couple of days in the German TV.
Just saw it once and never again.

[Jay Gee]

And there will be commercials, yes?

[VG Aficionado]

I see the Heavenly Sword TV ad almost every day, it's doing a decent job. However, I hope this becomes at least the western advertising and that the whole This Is Living crap is forgotten ASAP.

[masteratt]

...and that the whole This Is Living crap is forgotten ASAP.
Man, that was not this kind of advertisement!

Was never meant to be.....Geez.

[GTAce]

I loved the This is Living ads but it didnt had a good impact. 8(

[Nameless]

I agree the new banner is hot...
I would like to see Sony go back to old school and run with the old tag,
"Live in your world play in ours." *That was brilliant and classic...* ;)

[satriales]

I loved the This is Living ads but it didnt had a good impact. 8(
They were banned.

[GTAce]

:lol: Really?

Shit didnt knew that, oh dear.
Still think they were cool. :laugh:

[VG Aficionado]

I don't care about the production values of the This Is Living campaign, they were useless ads and the few short clips I've seen on TV felt like a waste of money because they were not that interesting on their own. Sony better promotes the upcoming games rather than funding inane BS like This Is Living.

[masteratt]

That's just saying "hey guys, in case you didn't know or forgot, the PS3 is out."

That's all that campaign was.
It was NOT to try and sell the PS3 (within the advert, obviously they are trying to sell it), it was to avert attention to the PS3 for people who are already going to buy one or fans of PS2 thinking "oh shit, the third one is out? let's get it" kind of thing.

Just to draw some attention to the PS3 basically.


The campaign they are doing now is much more costly and also needs content.
When the PS3 launched what were they gonna say "yeah we have Resistance and....well...um...yeah go get it!"

[VG Aficionado]

Yeah, I know it was meant to raise awareness and curiosity, but I'd rather see game footage and educating adverts to let people know why PS3 is (was) so expensive. By the time of the European launch there were already a few worth mentioning games, and I didn't get to see MotorStorm ads until weeks later.

[masteratt]

If you know why are you keep repeating the same point?

PS3 was launched as a premium product.
Premium products have fans that know about it strongly and they are the ones who are going to buy it, the rest of the market is not going to be interested so why spend money trying to make them interested by saying "hey we have blu-ray!"
They are going to say to you "wtf is a blu-ray, i dont care".
Maybe you are saying "well the advert should teach THAT" in which case it did, at the PS3 website in case someone was interested enough to check, if not, then once again, you are not going to MAKE them be interested.

Now with bundles and lowering prices and great games coming, Sony can finally present a reason for outside of the hardcore market a reason to buy the PS3 with this campaign.
PS3 is now slowly sliding from being a premium product to being a casual product...But only slightly.
There will be many more points where the PS3 shifts image.

About advertising MotorStorm and whatever, again, these ads cost a lot of money and one must wonder the value of the ads when you advertise an awesome game that a non-hardcore fan is interested in and they see that the machine that plays it is $600 and then they decide they are no longer interested.

Trust me, this is the best way Sony could have advertised the PS3.
They haven't "missed any opportunities".

[VG Aficionado]

All I'm saying is that showing what the system is about should have been more important than raising awareness because Europe is quite a Playstation-aware market already. There were enough games and features worth advertising and instead we got weird TV ads that said nothing other than PS3 was out there. And by the way, there are LOTS of Blu-ray & PS3 adverts, the latest one being a 300 one. Only after the initial ThisIsLiving thing Sony started advertising the software and Blu-ray movies.

However, Wii and DS adverts are always about what the systems can do and their games. Given their European success, I bet the awareness wouldn't have been the same had they had a ThisIsLiving-like campaign, mostly given that the GameCube never became very popular and Gameboy games hadn't been advertised since Golden Sun.

[TimmyJ]

Personally I think this is just a result of Sony not initially wanting to launch their console as early as they ultimately had to. Something that was evidenced not by the quantity or quality of launch titles (which were fairly standard fair), but by the subsequent drought of many notable system exclusives. Whilst the X360 was guilty of this too, it was able to weather it better due to it being the only next-gen console for some time.

It would only ever have been when the PS3's heavy hitters are either out or on the horizon and at a time where Sony could possibly afford to drop the price of the PS3 to be further in line with it's competition that they would want to spend the aforementioned enormous amount of money on advertising to the masses - people that honestly need to see advertising in order to be interested in/informed of any potential purchases. As any of us informed folk know, now's that time.

[JasonXe]

They were banned.

Thank god, i nearly threw up on one of those stupid commericals b/c they were so bad...seriously I almost did.

[masteratt]

All I'm saying is that showing what the system is about should have been more important than raising awareness because Europe is quite a Playstation-aware market already.
That is just an out of place crazy speculation.
You haven't studied the market, you only think of PS3 popularity because you go to places where the PS3 is popular (here for instance) and that was just a blind thing to say.
There were enough games and features worth advertising and instead we got weird TV ads that said nothing other than PS3 was out there.
No there wasn't enough games and features.
You must understand the enormous amount mass advertising costs.
ENORMOUS GIGANTIC etc.

It's one of the most, if not THE most expensive part of any successful brand and YOU might think there was enough but Sony wasn't going to spend that much amount of money at a stupid time.
Christmas is coming, they have more content, they have more features and with Christmas, they have more willing-to-spend consumers so why spend millions to advertise when they had less content, less features and people who weren't going to look twice after they saw the $600.

I don't know what you are trying to say here VG and I'm starting to get the feeling you are just arguing for argument's sake :p

Everything Sony did made sense and no once again, they shouldn't have (even COULDN'T have) started mass advertising earlier.



Great post TimmyJ btw.

[Goki]

Hey all im seeing is a white page. Anyone else have this problem ?

[Rockmond]

Good to hear.

I love e-mpire!

I do???

Post 200+ post count FTW!.

[GTAce]

Try it with another browser & disable ad block when installed (works for me with ad block but no one knows)

[VG Aficionado]

...

This Is Living sucked.

:queer:

[masteratt]

Haha, I'm not saying it didn't.
But it sounded like you don't like it because you THOUGHT it was something that it wasn't trying to be.

It's all cool now though, Sony got the advertising rolling.
We'll get more classic lines soon enough I hope.

[yoshaw]

Catchy advert!!! Luv :luv:

[Goki]

Try it with another browser & disable ad block when installed (works for me with ad block but no one knows)

Thx worked a charm

[Hrama]

Well, it's about time they did something, instead of just sitting there on their laurels for almost a full year. I could only hope to have these brilliant strategists working for me one day.

[dnpmakkah]

Nice find Masteratt. I like the new adverts and this is a great time for it to be hitting the web especially with the holiday season here as well as the games hitting the market.I would like to see Sony go back to old school and run with the old tag, "Live in your world play in ours." *That was brilliant and classic...* ;)I agree, I love that slogan. It was perfect as far as gaming is concerned. If it were up to me I'd change it back, I'd also go back to the old chime music.

[Segitz]

FUCK (killed my good text!!!)

Ok, short version...

a) This is Living ads not banned in Germany (but FSK 16, hence 2200hrs or later)

b) I saw many Fifa08 ads in tv the last few days (Champions League and UEFA Cup), and guess which systems were mentioned only? PS2, PS3, PSP and Wii (if the Wii at all, I was drunk^^). No 360 at all :D. And the perimeter advertising strangely did NOT specify Playstation 3 in spidey font... They advertized "PlayStation" (<- this orthography) not 2, 3 or Portable. Guess Sony is going for the broad approach now, since still the PS2 sells very well and the Portable is also on its way up, thanks to the Slim and Light (which I am getting soon, if I get enough cold hard cash for my fat PSP :D)

Sony NEEDS to show games in advertizing... And not short "cool" clips, but lengthier clip, where you can see stuff of games (I hate those "teaser" clips, where you cannot decifer anything at all)... They have a big portfolio from now on until christmas eve!! Kids WANT PS3s!!! (One of my guys gets one, if the rumored 400€ pricecut comes! Just because of GT5P!!)

AND, Sony MUST release some cult classics on BD... And I am not talking about movies like Evil Dead 2... I am talking Starship Troopers (maybe it is already released elsewhere, as this movie is effectively banned in Germany) and such...

And Warner should get up to speed and release a FAT LotR box with more goodies :D (I will pay up to 80€ for such a box!). And Fight Club (mine is broken a bit, viewed too often :D)

So guys, good night, it is now 5am (had to drive my aunt to the airport, but as compensation I may now drive her 520i BMW for a week :D)

[curryking1]

Wow, nice.

Masteratt, can I start prospecting the future of the PS3 and being a hypocrit again! I need to do it! It's liek mah destiny! XD

P.S.

I agree with those who have said it's all a part of.. Sony didn't want to launch so early. Sony always knew their time was meant to effectively and essentially... start now. So that's agreeing with like masteratt, and like TimmyJ and whoever else said the same thing XD

Omgzorz I liek did mah prospecting! I'm so pro ehhh!?!?

P.P.S.

I think it's time to break out the sham-pag-nas! Finally heard about something marketing for the PS3!

Drink up guys! :drunk: :grouphug:

P.P.P.S. I don't drink, Ima drink my crazy pro gingerale and sprite in a shampagna glass so I can look t3h badass :):):):):):)

[masteratt]

lol you don't need my or anyone's permission to post crazy man :p


So from what I gathered reading your post.......You are about to drink Crazy Pro Gingerale and sprite in a champagne glass.

Awesome stuff man, awesome stuff.
;p

[Gegenki]

I was actually writing about something similar to this last night for a project which I am giving a presentation on in 2 hours.
Advertising too early is a killer. You generate interest at a point too early that people become uninterested. Unsurprisingly these people don't often return.

Those banner ads are pretty sick. My animation fanatic friends are gonna go nuts when they see it

[LiquidEagle]

http://web-log.ru/wp-content/uploads/2007/06/starcraft2.jpg

"Hell, it's about time!"

[flipflop]

I was actually writing about something similar to this last night for a project which I am giving a presentation on in 2 hours.
Advertising too early is a killer. You generate interest at a point too early that people become uninterested. Unsurprisingly these people don't often return.

Those banner ads are pretty sick. My animation fanatic friends are gonna go nuts when they see it
Is it still to early though?. Nearly everything about the PS3 is still very much underwhelming.

[LiquidEagle]

Is it still to early though?. Nearly everything about the PS3 is still very much underwhelming.

Maybe they should wait until you say it has some good games?

[flipflop]

Maybe they should wait until you say it has some good games?

It's got a fair few decentish games now. But it still feels an unfinished console. The PS store is a train wreck. Missing vital firmware updates. A very average fall lineup. I can see alot more unhappy people if sales increase. I suppose they've gotta atleast try this fall.

[LiquidEagle]

It's got a fair few decentish games now.

Last I checked, its games still had a higher average rating than the Wii...

But it still feels an unfinished console. The PS store is a train wreck.

Me and many others here love the Original titles available on the store. PSN is the place to go for new games and budget games, and nobody's got content like Everyday Shooter, and cool games like that.

Missing vital firmware updates.

That's your opinion. My PS3 seems to be working just fine, so they can't be that vital, eh?

A very average fall lineup. I can see alot more unhappy people if sales increase. I suppose they've gotta atleast try this fall.

They have the best fall lineup with the most variety, even with some of the bigger games having been pushed to 2008. Uncharted, Ratchet & Clank, HAZE, multiplats like Assassin's Creed & Call of Duty 4 & Rock Band, Singstar, PS Eye, Folklore, GT5 Prologue, and a couple random goodies, not to mention some really cool stuff we'll be seeing on the store. PS3's in a much better state than you're giving it credit for, and if this $399 price becomes a reality next week (or whenever), it'll be the best deal out there without any doubt. Why is that not worth advertising, especially with their cool marketing banners like this one that are much cooler than the abstract ones?

[flipflop]

Last I checked, its games still had a higher average rating than the Wii...



Me and many others here love the Original titles available on the store. PSN is the place to go for new games and budget games, and nobody's got content like Everyday Shooter, and cool games like that.



That's your opinion. My PS3 seems to be working just fine, so they can't be that vital, eh?



They have the best fall lineup with the most variety, even with some of the bigger games having been pushed to 2008. Uncharted, Ratchet & Clank, HAZE, multiplats like Assassin's Creed & Call of Duty 4 & Rock Band, Singstar, PS Eye, Folklore, GT5 Prologue, and a couple random goodies, not to mention some really cool stuff we'll be seeing on the store. PS3's in a much better state than you're giving it credit for, and if this $399 price becomes a reality next week (or whenever), it'll be the best deal out there without any doubt. Why is that not worth advertising, especially with their cool marketing banners like this one that are much cooler than the abstract ones?
Well sales versus the 360 will decide that. I see nothing in the PS3's lineup that's gonna move lots of systems.

[LiquidEagle]

Well sales versus the 360 will decide that. I see nothing in the PS3's lineup that's gonna move lots of systems.

Uncharted, Ratchet & Clank, GT5 Prologue (GT moves systems, in case you didn't know), and just the combination of games Playstation always delivers and the sheer variety. At $399, it's a glorious deal.

[VonGak]

I'm sorry but this new banner concept is really stupid.

What's wrong with SCE's PR? Have they completely forgot to use focus groups?

No one by their full five click banners or let their mouse hover over them for so long.

And wasn't that enough, the featured videos are so poor that they aren't going to sell anything.

I sense a marketing flop which only talks to those who are already converted.

[VG Aficionado]

All the marketing Sony needs this Xmas is the 399 PS3 :-p

[cliffbo]

'not just high definition, higher definition' LOL

[curryking1]

Good criticism Vongak, I'm also maybe wondering what the approach to advertising will be, if it's going to be more like the HS stuff or more like in the PS2 days, and if they really are different and will be one more effective or less than the others.

I still have lots of questions too, I want to see this blitz for myself and see the results from it really badly.

[VonGak]

Thanks Curry, I just can't help seeing banners and in-between-pages-adverts as anything else than money in the toilet or even worse a direct annoyance to the users.

Had it been me I'd spend all the money on pre-on-demand-video-adverts at sites like Gamespot, IGN, GameTrailers, 1UP, Kikizo,.. where people already expect them so they can have a full impact in images and sound (and not some mini animation in a corner).

And the adverts should consist of footage not available at other sources (trailers and such) so the users will see them as gifts.

Maybe it would also be an idea to have the video-adverts done by someone like Yahtzee so they get their own flavour and the users will await the next advert with excitement.