Alan Duncan on Euro Marketing for the PS3 |
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We've previously reported on Sony's spending on marketing the PS3 to Australian consumers, and given that the European launch is getting closer, here's a look at how PS3 marketing is doing in Europe.
MCV UK reports that Sony Computer Entertainment has begun to roll out its "This is Living" creatives in cinemas and that Sony plans to release TV commercials on March 16th and onwards. An "online push" is also reported to be part of the Marketing Blitz.
SCE UK Marketing Director Alan Duncan notes:
We want to review the emotional relationship between consumers and the PlayStation brand. ...The "This is Living" campaign is designed to promote a rational role for the PS3 in peopleÂ’s lives. ...My role in life is to make consumers re-appraise what PlayStation means and what role it has in their lives.
The reported goal of the team is to evolve the PlayStation brand from its "gaming roots" to more of an "entertainment supercomputer" As for the use of cryptic advertising that the PlayStation brand has been known for, Duncan notes: "Our ads will never, ever be passive. We want to get people involved."
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