LITTLE BIG NEW ZEALAND by Eleven\PR Auckland for Sony

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LITTLE BIG NEW ZEALAND

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Industry Video Games/Consoles
Media Promo & PR, Case study
Market New Zealand
Agency Eleven\PR Auckland
Released December 2010

Credits & Description

Category: Best Localised Campaign
Advertiser: SONY COMPUTER ENTERTAINMENT
Product/Service: LITTLE BIG PLANET 2
Agency: ELEVEN/PR
Date of First Appearance: Dec 18 2010
Entrant Company: OMD NEW ZEALAND, Auckland, NEW ZEALAND
Senior Account Manager: Will Douglas (OMD)
Media Assistant: Ben O'Sullivan (OMD)
Group Account Director: Lwindi Ellis (Eleven/PR)
Account Manager: Sally Hickson (Eleven/PR)
Media placement: Online - Integrated Competition - NZ Gamer Website - Www.nzgamer.co.nz - 18 December 2010
Media placement: Print - Full Page Editorial - ACP Media - Cleo - 7 February 2011
Media placement: Print - Full Page Editorial - ACP Media - Woman's Day - 28 February 2011
Media placement: Print - Full Page Editorial - Satellite Media - Rip It Up - 7 February 2011
Media placement: Print - Full Page Editorial - Vice Magazine - 16 March 2011
Insights, Strategy & the Idea
LITTLE BIG PLANET 2 (LBP2) was a key (and exclusive) release for PlayStation 3. The game allows players to create and customize levels that can then be shared from an online hub. The game had been enhanced, allowing for richer and more detailed creation, we needed to highlight this.
The challenge was to drive sales by expanding the typical gaming audience beyond young men. The game had potential for broad appeal - there was something in it for everyone. We identified opportunities to target key audience segments that the European-produced materials did not address - Fanatics, Kids, Parents, Casual Gamers, and Artists. We needed to communicate the game features relevant to each segment.
Our strategy was to turn game content into the campaign, thereby showcasing the degree of customization available.
The idea was to recruit a Little Big Planet Fanatic to develop customized content for each target segment.
Creative Execution
To recruit our LBP2 content creator we partnered up with New Zealand’s leading gaming website, NZGamer.com. Prior to launch, we ran a competition seeking New Zealand’s best LBP2 creator. The winner received a job creating LBP2 levels, a Fanatics dream!
We then enlisted local celebrities, each representing a key target segment. They each worked with the competition winner and developed a level that reflected their interests and passions.
Magazines were selected for each target segment and the celebrity-designed levels were incorporated into editorial placements, showcasing the game’s features. The magazine content highlighted the appeal of the game for the target including interviews with the celebrities on their level designing experiences - making it relevant and interesting to the reader.
Rounding out the campaign, each of the celebrity levels was made available online on The PlayStation Network. Consumers could experience the levels themselves once they’d purchased the game.
Results and Effectiveness
We delivered a localised campaign that reached five different segments in a relevant and unique way.
Fanatics were engaged by the opportunity to become a LBP2 creator with 3,140 visits to the competition. This also generated gaming hype prior to launch. The remaining segments were delivered interesting, customised content that showcased key features of the game.
And this all translated into sales success with targets exceeded by 33%, a figure made more impressive given the game release was moved from pre-Christmas to January (the worst possible time for a game launch, the middle of the New Zealand Summer).