The campaign, created by Claydon Heeley Jones Mason, will exploit the current sports frenzy brought on by events such as Euro 2004, Wimbledon and the Athens Olympics to push the new Sony PlayStation2 titles 'This is Football 2004', 'Athens', 'F1 2004' and 'Smash Court Tennis 2'.
A mailing will be sent out at the end of this week in a full-on jingoistic Union Flag-designed pack. Inside, the message "Britain needs champions this summer" will accompany a victorious stadium background and a fake thumbs-up mounted gold trophy, so gamers can celebrate their own PS2 victories. The pack will be sent to those on the PS2 database.
The copy invites gamers to "Push their thumbs to the limit". For 'This is Football 2004', recipients are encouraged to "Get your lucky boots on and don't be shy with the Deep Heat because your footie skills are about to be put through their paces".
An additional leaflet will accompany the mailing, with the message "Every champ loves to win. Here's your chance". Gamers are then invited to enter a prize draw to win all four sports games.
The copywriter on the campaign was Mark McCall, with art direction by Richard Dorey.
Dave Woods, creative director at Claydon Heeley, said: "PlayStation has spawned a generation of incredibly skilled gamers -- now they can win a trophy like everyone else."
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