Sony Playstation DM RESISTANCE RETRIBUTION by TBWA\Neboko Amsterdam

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Industry Video Games/Consoles
Media Direct marketing
Market New Zealand
Agency TBWA\Neboko Amsterdam
Executive Creative Director Andy Blood
Creative Director Ron Fielding, Tracey Fox
Creative Adam Taylor, Kurt Strong, Matt Watts, Antony Bell
Released March 2009

Credits & Description

Category: Ambient Media (Large Scale)
Product/Service: PSP
Date of First Appearance: Mar 31 2009 12:00AM
Executive Creative Director: Andy Blood (TBWA\Tequila\Digital\Shift)
Creative Director: Ron Fielding (TBWA\Tequila\Digital\Shift)
Creative Director: Tracey Fox (TBWA\Tequila\Digital\Shift)
Creative: Adam Taylor (TBWA\Tequila\Digital\Shift)
Creative: Antony Bell (TBWA\Tequila\Digital\Shift)
Creative: Kurt Strong (TBWA\Tequila\Digital\Shift)
Creative: Matt Watts (TBWA\Tequila\Digital\Shift)
Group Account Director: Paul Gunn (TBWA\Tequila\Digital\Shift)
Public Relations Consultant: Katie Tat (TBWA\Tequila\Digital\Shift)
Production Manager: Sherdian Derby (TBWA\Tequila\Digital\Shift)
Media placement: TV on air for 2.5 mins - C4 Select Live - Tuesday 31st March
Media placement: Radio on air for 4 mins - FLAVA FM - Tuesday 31st March
Media placement: Magazine - 1/2 page - Game Freaks - Tuesday 31st March
Media placement: Newspaper and online 56cm/col and 15xbanner for Stuff - The Press/ - Tuesday 31st March

Describe the brief/objective of the direct campaign.
Get game reviewers intrigued and interested in Resistance Retribution for the PSP. Resistance is a well-known and popular series on Sony Playstation. Resistance Retribution is the first installment for the PSP and has unique cross-platform functionality with Playstation3. The game’s central message is about an alien infection changing humans’ DNA.

Explain why the creative execution was relevant to the product or service.
“To cause an epidemic, first you have to create an infection.” The viral nature of the game suggested a viral approach to propagating our message.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created a buzz by infecting important game reviewers and media mavens. We created an official military-style infection testing kit which was hand delivered by a biohazard team dressed in outbreak suits, complete with gloves and masks. This delivery theatre created buzz and generated interest throughout the targeted offices. The kit contained a simple pH level test, and invited the reviewer to test themselves for infection before & after playing the game. Unbeknown to the user, the 2nd test was doctored to show they had become infected by the game.

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.
Every victim reviewed the game. It was featured live on nationwide terrestrial channel C4. The infection test was performed live on air at Flava FM. It garnered a full page write up in Gamesfreaks, New Zealand’s leading games publication, with a Gamesfreaks reviewer even uploading his self-made video of the press kit to YouTube. This featured as the ‘Editor’s Pick’ on, a website with over 306,539 weekly visitors. Articles about the pack were posted on The Press Online and Total PR Value of coverage: $210,676.40. ROI sits at an amazing $70 dollars for every dollar spent.