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

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MR. LEE, TAILOR TO SUPERHEROES AND VILLAINS

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Industry Video Games/Consoles
Media Promo & PR, 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
Designer Bruno Nakano
Released January 2011

Credits & Description

Category: Corporate Image & Information
Advertiser: SONY PLAYSTATION
Product/Service: DC UNIVERSE ONLINE
Agency: LEO BURNETT IBERIA
Date of First Appearance: Jan 10 2011
Entrant Company: LEO BURNETT IBERIA, Madrid, SPAIN
Executive Creative Director: Chacho Puebla (Leo Burnett)
Creative Director: Juan Christmann (Leo Burnett)
Creative Director: Juan Sevilla (Leo Burnett)
Art Director: Bruno Nakano (Leo Burnett)
Art Director: Juan Sevilla (Leo Burnett)
Copywriter: Juan Christmann (Leo Burnett)
Designer: Bruno Nakano (Leo Burnett)
Head of Digital: Asier Garcia Barroso (Leo Burnett)
Head of Events: Crisitina Baixas (Leo Burnett)
Head of PR: Sarah Okrent (Leo Burnett)
Media placement: Ambient - Ambient. - 17/01/2011

Insights, Strategy & the Idea
To launch the new PS3 game, DC Universe Online, in which you can create your own superhero or villain by choosing powers, abilities and your custom suit.

We must talk to fans: Comic Books Fans, Video Game Fans, Superheroes FANS !!

The insight is that if in the game you must create your own superhero or villain, why can´t you do the same in the real world?

Creative Execution
We created a unique tailor shop:

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.

Results and Effectiveness
The Madrid shop was more successful than Gotham city´s. The appointments were all filled in just a few hours, hundreds of suits were ordered and the Mr. Lee quickly became a top news item.

The earn media represented 4000% Return On Investment to the brand. And we are talking about news content, not advertising.