GT5 PROFILE TAKEOVER by Ogilvy & Mather Frankfurt for Sony Playstation

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GT5 PROFILE TAKEOVER

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Industry Video Games/Consoles
Media Promo & PR
Market Germany
Agency Ogilvy & Mather Frankfurt
Executive Creative Director Michael Kutschinski
Creative Director Matthias Storath
Art Director Jan Schulz, Uwe Jakob, André Bourguignon, Marco Weber Ogilvy Germany
Copywriter Christian Urbanski, Nico Schneider
Producer Jennifer Porst
Editor Felipe Ascacibar
Released December 2010

Credits & Description

Category: Best Online Advertising in a Promotional Campaign
Advertiser: SONY PLAYSTATION
Product/Service: VIDEO GAME
Agency: OGILVY FRANKFURT
Date of First Appearance: Dec 7 2010
Entrant Company: OGILVY FRANKFURT, GERMANY
Entry URL: http://www.ourwork.de/gt5/profiltakeover/index_en.html
Executive Creative Director: Michael Kutschinski (Ogilvy Frankfurt)
Creative Director: Uwe Jakob/Matthias Storath (Ogilvy Frankfurt)
Art Director: Uwe Jakob/Andre Bourguignon/Jan Schulz/Marco Weber (Ogilvy Frankfurt)
Copywriter: Nico Schneider/Christian Urbanski (Ogilvy Frankfurt)
Account Director: Martin Molter/Felix Rompis (Ogilvy Frankfurt)
Innovative Technology/ Flash Programming: Jens Steffen/Ralf Zimmermann (Ogilvy Frankfurt)
Producer: Jennifer Porst (Ogilvy Frankfurt)
Editor: Felipe Ascacibar (Ogilvy Frankfurt)
Motion Design: Klaus Martin Michaelis (Ogilvy Frankfurt)
Strategy: Frank Tavidde (Ogilvy Frankfurt)
Concept: Benjamin Ringwald (Ogilvy Frankfurt)
Sound: Lars Kellner/Sinus AV Studio (Ogilvy Frankfurt)
Production Company: Doity Production/Virtual Republic
Media placement: Website - Internet - 07.12.2010 - 17.01.2011

Describe the objective of the promotion.
The new release of the legendary GT racing games, GT5 is the first racing game featuring a real-time online multi-player mode for up to 16 real drivers. The launch campaign had to arouse awareness in the target group of racing enthusiasts and make them get the idea beyond mere communications.

Describe how the promotion developed from concept to implementation.
The idea was to immerse the gamers into the world of competition. We wanted them to already have this ultimate battle feeling to get them excited to race against friends on PS3.
The perfect platform for a face-to-face online challenge is Facebook. Facebook is the place where users are already connected with friends. But there, the ad spaces are too small. We wanted to turn the Facebook page into an experience. So, we rebuilt the users’ Facebook page as a replica. Logged-in users had the impression that they still were on Facebook, and we were able to circumvent the Facebook restrictions.

Explain why the method of promotion was most relevant to the product or service.
Using our Facebook app, users can challenge their friends in an unseen way. On the microsite, they can choose from a list of pre-produced tough voice messages they want to send to their friends via Facebook. This challenge would not only appear on the users’ wall – but take-over the complete Facebook page and display the challenge in a way that provokes the friends to an answer.
To also integrate the competitive dimension into the promotion, a highscore list was generated on the website based on the number of challenges sent and accepted. So – the multiplayer race is on.

Describe the success of the promotion with both client and consumer including some quantifiable results.
10,200 challenges were sent – and accepted by the challenged friends. More than 200,000 users visited the website – 50% via Facebook!