GT5 Magma, TBWA\ Brussels für Sony Playstation

GT5

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Branche Videospiele/Steuerpulte
Medien Werbung / PR
Markt Belgien
Agentur Magma
Agentur TBWA\ Brussels
Creative Director Jan Macken
Art Director Menno Buyl
Copywriter Geert Verdonck
Veröffentlicht November 2010

Kredite und Beschreibung

Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: PLAYSTATION
Product/Service: PLAYSTATION GT5 GAME
Agency: TBWA\BRUSSELS
Agency: MAGMA
Date of First Appearance: Nov 28 2010
Entrant Company: TBWA\BRUSSELS, BELGIUM
Copywriter: Geert Verdonck (TBWA)
Art Director: Menno Buyl (TBWA)
Copywriter/Art Director: Vital Schippers (TBWA)
Creative Director: Jan Macken (TBWA)
Account Director: Jochen De Greef (TBWA)
Account Executive: Olivier De Laet (TBWA)
Account Executive: Joachim François (TBWA)
Digital Project Manager: Tine Anthoon (Agency.com)
Account Manager: Carole Jacobs (MAGMA)
Product Manager: Robin Ceulemans (PlayStation)
Software Manager: Sophie Docx (PlayStation)
Marketing Director: Ronny Hoekman (PlayStation)
Media placement: Bannering - Clint.be, Msn.be - 28/11/2010
Media placement: Print Advertising - P-Magazine - 28/11/2010
Media placement: Landingpage With Facebook Connection - Room299.com - 28/11/2010

Describe the objective of the promotion.
Communication objective: increase the awareness of GT5 and sell a record number of GT5 games in the Benelux.
GT5 was probably THE PlayStation3-game of 2010 that every gamer was longing for. But to achieve our sales objective we had to attract a much broader target: car lovers in general.
Next to traditional media, we wanted to use the power of social media to spread the message about GT5.

Describe how the promotion developed from concept to implementation.
For real car lovers, cars are the most important things in their life.
We wanted them to prove how far they would go, by offering a Lamborghini Gallardo for one day, in exchange for… their girlfriend.
To participate in ‘Swap your girlfriend for a Lamborghini’ you just had to change your Facebook relationship status from ‘in a relationship’ to ‘single’ (try it yourself to see the effect ;-).
Once subscribed, you uploaded a photo of your girlfriend and a reason why you would exchange her.
Participants had to ask for votes within their community which further spread our message.

Explain why the method of promotion was most relevant to the product or service.
GT5 is the most realistic car simulator ever.
For most people, virtually driving a dream car when playing GT5 is about the closed they get to drive a dream car. This is why GT5 gave car lover the possibility do drive one for real, but first they had to prove they really loved cars (even more than their girlfriends).

Describe the success of the promotion with both client and consumer including some quantifiable results.
- Heavy online discussions with numerous girlfriends and a few broken hearts.
- 312 participants willing to swap there girlfriends.
- 30,754 unique visitors on the landing page in the first week.
- Notoriety of GT5 went up to 97% in the Benelux.
- Over 180,000 copies of the game were sold in the Benelux.