Sony Playstation DM THE INVITATION TO SUPERHEROES AND VILLAINS by Leo Burnett Iberia Madrid

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THE INVITATION 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: Dimensional Mailing
Advertiser: SONY PLAYSTATION
Product/Service: VIDEOGAME
Agency: LEO BURNETT IBERIA
Date of First Appearance: Jan 15 2011
Entrant Company: LEO BURNETT IBERIA, Madrid, SPAIN
: Chacho Puebla (Leo Burnett)
Creative Director: Juan Sevilla (Leo Burnett)
Creative Director: Juan Christmann (Leo Burnett)
Copywriter: Juan Christmann (Leo Burnett)
Art Director: Bruno Nakano (Leo Burnett)
Art Director: Juan Sevilla (Leo Burnett)
Creative Advisor: Tura (Leo Burnett)
Media placement: Dimensional Mailing - Direct Marketing - 15/04/2011

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

Mr. Lee‘s tailor shop 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.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To invite the media to the opening, Mr. Lee himself sent a very special invitation. A suit bag with a hanger and an already booked appointment to visit the shop and get measurements taken.

Explain why the creative execution was relevant to the product or service.
In the new PS 3 game, DC Universe Online, you can create your own superhero or villain by choosing powers, abilities and your custom suit.

Mr. Lee‘s tailor shop 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.

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.