Sony Playstation Digital, Case study Tailor for Heroes and Villains by Leo Burnett Iberia Madrid

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Tailor for Heroes and Villains

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Industry Video Games/Consoles
Media Digital, Interactive & Mobile, Case study
Market Spain
Agency Leo Burnett Iberia Madrid
Executive Creative Director Chacho Puebla
Art Director Juan Sevilla, Bruno Nakano, Angel Morales
Copywriter Juan Pablo Christmann
Released April 2003

Credits & Description

Date of First Appearance: Jan 10 2011
Executive Creative Director: Chacho Puebla (Leo Burnett Iberia)
Creative Director: Juan Christmann (Leo Burnett Iberia)
Creative Director: Juan Sevilla (Leo Burnett Iberia)
Art Director: Bruno Nakano (Leo Burnett Iberia)
Art Director: Juan Sevilla (Leo Burnett Iberia)
Copywriter: Juan Christmann (Leo Burnett Iberia)
Designer: Bruno Nakano (Leo Burnett Iberia)
Head of Digital: Asier Garcia Barroso (Leo Burnett Iberia)
Head of Events: Crisitina Baixas (Leo Burnett Iberia)
Head of PR: Sarah Okrent (Leo Burnett Iberia)
Creative Advisor: Tura (Leo Burnett Iberia)
Media placement: Dimensional Mailing - Direct Marketing - 17/01/2011
Media placement: Ambient - Tailor Shop - 17/01/2011
Media placement: Flyers - Comic Shops / Video Games Shop - 17/01/2011
Media placement: Posters - Comic Shops / Video Games Shop - 17/01/2011
Media placement: Videos - Social Media - 17/01/2011
Media placement: Web - Internet - 17/01/2011
Describe the campaign/entry
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, 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.
Describe how the campaign/entry was launched across each channel in the order of implementation
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.
- Direct to special media.
- Flyers on comic stores.
- Posters on games stores.
- Videos on social media.
- Web to book appointments.
Give some idea of how successful this campaign/entry was with both client and consumer
The Madrid shop was more successful than Gotham city´s. The appointments were all filled in just a few hours and hundreds of suits were ordered. The earn media represented 4000% Return On Investment to the brand. And we are talking about news content, not advertising.
"Mr. Lee´s tailor shop is our most successful launch campaign since I've been working at Playstation."
Francisco Sayans.
Interactive Media Manager.