The Getaway is a driving game based in London, with a cast list of Cockney gangsters, such as Charlie Jolson, who likes Bentleys, Cuban cigars, Bobby Moore and Winston Churchill.
The mailing reflects the game's content by featuring a bastardised map of a London A-Z, in which some street names are replaced with proclamations such as "get out of the bleedin' way, you idiot" and "it's the filth!".
The mailing will be sent to 150,000 PlayStation 2 owners who are known to have an interest in action/adventure games. It also directs recipients to the game's website www.thegetaway.co.uk.
The mailing will be supported by a 48-sheet poster campaign focusing on London. The posters will feature a tamer version of the map.
Until now, Sony PlayStation has used its above-the-line agency, TBWA/London, to produce the poster executions for its games.
Claydon Heeley's joint creative director, Dave Woods, said: "It was great to be able to use the actual London A-Z to reflect this. Let's face it, gangsters have been using the A-Z for years. We've just made it official."
The mailing and the outdoor executions were written by Gary McNulty and art directed by Chris Felstead. Media planning and buying for the poster campaign was through Manning Gottlieb OMD.
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