MR. LEE, TAILOR TO SUPERHEROES AND VILLAINS by Leo Burnett Iberia Madrid for Sony Playstation

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MR. LEE, TAILOR TO SUPERHEROES AND VILLAINS

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Industry Video Games/Consoles
Media Direct marketing
Market Spain
Agency Leo Burnett Iberia Madrid
Art Director Juan Sevilla, Bruno Nakano, Angel Morales
Copywriter Juan Pablo Christmann
Released January 2011

Credits & Description

Category: Corporate Image & Information
Advertiser: SONY PLAYSTATION
Product/Service: VIDEOGAME
Agency: LEO BURNETT IBERIA
Date of First Appearance: Jan 17 2011
Entrant Company: LEO BURNETT IBERIA, Madrid, SPAIN
: Chacho Puebla (Leo Burnett Iberia)
Creative Director: Juan Sevilla (Leo Burnett Iberia)
Creative Director: Juan Christmann (Leo Burnett Iberia)
Copywriter: Juan Christmann (Leo Burnett Iberia)
Art Director: Bruno Nakano (Leo Burnett Iberia)
Art Director: Juan Sevilla (Leo Burnett Iberia)
Creative Advisor: Tura (Leo Burnett Iberia)
Media placement: Ambient - Ambient. - 17/01/2011

Describe the brief/objective of the direct campaign.
To launch the new PS 3 game, DC Universe Online, in which you can create your own superhero or villain by choosing powers, abilities and, of course, your custom suit.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created a tailor shop that specializes in handcrafting custom suits for heroes and villains.
So you can make your suit a reality and can live the same experience as the game in the offline world.

To announce the opening we spoke directly to the people it mattered to most, from gamers and comic fans to media in general. We catered each type of media and location to capture their attention.

The tailor shop opened in the very heart of Madrid, within steps of the majority of comic book shops in the city.

Explain why the creative execution was relevant to the product or service.
"Mr. Lee´s tailor shop is our most successful launch campaign since I`ve been working at Playstation."

Francisco Sayans.
Interactive Media Manager.
PlayStation.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
+ 4000 ROI in news content. Not Advertising.