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
Media Promo & PR
Market Spain
Agency Leo Burnett Iberia Madrid
Art Director Juan Sevilla, Bruno Nakano, Angel Morales
Copywriter Juan Pablo Christmann
Released January 2011

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Advertiser: SONY PLAYSTATION
Product/Service: DC UNIVERSE ONLINE
Agency: LEO BURNETT IBERIA
Date of First Appearance: Jan 17 2011
Entrant Company: LEO BURNETT IBERIA, Madrid, SPAIN
Chief Creative Officer: Chacho Puebla (Leo Burnett Iberia)
Creative Director: Juan Sevilla (Leo Burnett Iberia)
Creative Director: Juan Christmann (Leo Burnett Iberia)
Copywriter: Juan Christmann (Leo Burnett Iberia)
Art Director: Bruno Nakano (Leo Burnett Iberia)
Art Director: Juan Sevilla (Leo Burnett Iberia)
Creative Advisor: Tura (Leo Burnett Iberia)
Media placement: Ambient - Ambient. - 17/01/2011
Media placement: Posters - Comic Shops / Video Game Shops - 17/01/2011
Media placement: Stationary - Mr Lee Tailor Shop - 17/01/2011
Media placement: Dimentional marketin¡g - Direct Marketing - 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.

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.

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

Explain why the method of promotion was most relevant to the product or service.
Mr. Lee's tailor shop was a true experience led by activation.

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.