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

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Industry Video Games/Consoles
Media Promo & PR
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: Best Use of Shopper Marketing in a Promotional Campaign
Date of First Appearance: Jan 10 2011
Entrant Company: LEO BURNETT IBERIA, Madrid, SPAIN
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)
Media placement: Ambient - Ambient. - 17/01/2011

Describe the objective of the promotion.
To launch the new PS 3 game, DC Universe Online, in which you can create your own superhero or villain by chosing powers, abilities and, of course, your custom suit

Describe how the promotion developed from concept to implementation.
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.

Explain why the method of promotion was most relevant to the product or service.
Because Mr. Lee Tailor Shop was an experience.

The engaging experience began deciding 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 to think about their suits.

Describe the success of the promotion with both client and consumer including some quantifiable 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.