KILLZONE 2 by Deutsch Los Angeles for Sony Playstation

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KILLZONE 2

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Industry Video Games/Consoles
Media Promo & PR
Market United States
Agency Deutsch Los Angeles
Director Loni Peristere Advertising
Producer Todd Krolczyk
Released February 2009

Credits & Description

Category: Other Consumer Products (including Durable Goods)
Advertiser: SONY COMPUTER ENTERTAINMENT AMERICA
Product/Service: PLAYSTATION
Agency: DEUTSCH
Date of First Appearance: Mar 1 2009 12:00AM
Entrant Company: DEUTSCH, Los Angeles, USA
Chief Executive / Chief Creative Officer: Eric Hirshberg (Deutsch LA)
Executive Vice President, Group Creative Director: Michael Bryce (Deutsch LA)
Senior Vice President, Group Creative Director: Jason Elm (Deutsch LA)
Senior Copywriter: Jeff Candido (Deutsch LA)
Senior Art Director: Bernie O'Dowd (Deutsch LA)
Producer: Todd Krolczyk (Deutsch LA)
Director: Loni Peristere (Zoic Studios)
Executive Producer: Aaron Sternlicht (Zoic Studios)
Development Director: Arjan Brussee (Guerrilla Games)
Art and Animation Director: Jan-Bart van Beek (Guerrilla Games)
Media placement: TV Campaign - 2 spots - National - 03/01/2009
Media placement: Print Campaign - 2 ads - Magazine - 03/01/2009
Media placement: Interactive Campaign - Online Banners - gaming sites - 03/01/2009
Media placement: 4D Download - PlayStation Network - 03/01/2009

Describe the objective of the promotion.
Killzone 2 was a much hyped and much maligned game going into the launch. The game was teased years before completion and met with enthusiasm, until gamers realised the footage shown wasn't actual footage (CG representation). We had to launch what would be an amazing graphical experience to an audience that felt the game had to be manipulated to make it look great. As well as drive promotional sales of the game & sell consoles.

Describe how the promotion developed from concept to implementation
We launched this game promotion with an unprecedented “playable ad.” PSN users could download the spot and take control of the game engine playing it in 4 different modes - speakers talked about the creation of the spot and quality of the game, while viewing it within different visual filters to show how the spot was created. Users could pause the spot and view the action from different angles. In TV, we feature one second of gameplay footage following the trajectory of a single bullet slowed down over thirty seconds to showcase the action and realistic graphics of the game.

Describe the success of the promotion with both client and consumer including some quantifiable results
This promotional game launch created a word of mouth firestorm and turned a title that was dead upon arrival, into one that sold half a million units faster than any title in PlayStation’s history (achieving in 20 days). --142,068 pre-sale orders set the record for 1st party PS3 titles --284,579 units sold the first week, becoming the #1 PS3 first-party title over the timeframe --Killzone2 also set the record for Canadian sales, selling 70,000 copies on it’s first day --Killzone2 4D Demo was downloaded 610,000 times within 2 weeks of launch

Explain why the method of promotion was most relevant to the product or service
Our audience is gamers who love first person shooters. The thrill & immersive quality of game play is important and we had the most visually exquisite First Person Shooter ever. Superior graphics were the heart and soul of this new game and we had to creatively illustrate this. The best way to demonstrate War Perfected, and to silence the critics, was to use the actual game engine to build the spot. This is an incredibly unique and ambitious way to create something.