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

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MR. LEE, TAILOR TO SUPERHEROES AND VILLAINS

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Industry Video Games/Consoles, Books
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 September 2012

Credits & Description

Category: Best Integrated Campaign Led by PR
Advertiser: SONY PLAYSTATION
Product/Service: COMIC BOOK SUIT TAILOR
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 PR: Sarah Okrent (Leo Burnett Iberia)
Head of Events: Cristina Baixas (Leo Burnett Iberia)
Media placement: Ambient - Retail store - 17/01/2011
Media placement: Dimentional mailing - Direct marketing to media - 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: Stationary - In store - 17/01/2011
Media placement: Web - Internet - 17/01/2011

Summary of the Campaign
In the new PS3 game, DC Universe Online, you can create your own superhero or villain by chosing powers, abilities and your own 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 live the same experience as the game in the offline world.

The tailor shop opened in the very heart of Madrid, within steps of the majority of comic book shops in the city.

Mr. Lee quickly became a top news item appearing in all major Spanish TV channels in prime time.
-10 Foreign Newspapers.
-All major Spanish newspapers.
-Even Florentino Fernandez, the “Connan o Brian” of Spain, did an imitaiton of Mr. Lee on his primetime show.

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

The Situation
To launch the new PS3 game, DC Universe Online, in which you can create your own superhero or villain by chosing powers, abilities and of course, your custom suit.

The Goal
To create a huge PR campaign, creating content news not regular advertising.

To create an experience for the fans: Comic Fans - Video Games Fans - Fans of MMO.

We wanted to create something relevant for them and out of the launch of DC Universe online, create something unique.

The Strategy
Everybody dreams to be a superhero, even some days to be a villain.
This game gives you the opportunity to do this.
This campaign gives you the opportunity to live the experience in real life.

Execution
The plan was simple:

To create a big experience for the fans.

The engaging experience began with a special invitation made by Mr. Lee himself. This was direct marketing to the media.

Once in the tailor shop, the media and the people in general had to decide whether to be a hero or vallain, fill out a questionnaire, and get measured. The custom suit was first created within the game and then an illustrator drew a sketch and gave it to the client together with an estimate.

While waiting to be attended by Mr. LEE, people could play the game for the first time and get inspired about their suits.

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.

Documented Results
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 succesful launch campaign since I`ve been working at Playstation."

Francisco Sayans.
Interactive Media Manager.
PlayStation.