Client’s objectives: As well as establishing a strong presence for the PlayStation brand and promoting new and upcoming titles and products for 2012, the space had to attract and immerse consumers in their favourite hobby: gaming.
Target market: Core gamers, as well as kids and families.
The campaign: The 1,200sqm stand was split into four zones; Kids & Family, Uncharted 3, Arcade and PS Vita. It featured a large stage with a screen projecting a programme of animations including Dance Star and Song Star contests. A 100sqm mezzanine was split into two areas, one for VIPs and one housing a 3D Lounge dedicated to 3D gaming featuring the new Sony 3D helmets.
The Uncharted 3 zone was made to look like the desert scene from the game, with actors and stuntmen representing the villans and the game's hero Nathan Drake, while the Arcade was modelled on a giant pinball machine.
Is the campaign part of a wider marketing strategy? The campaign was a continuation of PlayStation's consumer-facing strategy across European markets.
The client says: "I would like to thank Amplify particularly for the quality of our presence, the implications of the team that made our stand the most attractive place of the show. The Uncharted 3 was unanimously the best set-up of the show. The Vita space was really well managed, enabled a fantastic first hands on experience for over 3,000 gamers whom with no doubts are our best ambassadors."
Evaluation: Around 170,000 consumers attended the show over five days, of which Amplify estimate 70 per cent visited the stand. PS Vita was one of the most popular spaces on the stand, with a minimum four hours waiting time every day. Uncharted 3 won the best-designed space of the show.
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