CHJM kicks off direct mail campaigns for PlayStation

Sony is launching two extensive direct mail campaigns next week for its new PlayStation games Medievil 2 and Syphon Filter 2.

Sony is launching two extensive direct mail campaigns next week for

its new PlayStation games Medievil 2 and Syphon Filter 2.



The ads were created by Claydon Heeley Jones Mason and will be sent to

members of the PlayStation database.



The push is thought to be Sony’s effort to keep its users interested in

the brand and ensure they don’t migrate towards rival brands before the

PlayStation 2 launches.



The mailing for Medievil 2 contains a facsimile of a Victorian

newspaper.



The news stories refer to events that happen in the game, including

’hideous murders’ and ’resurrecting evil forces.’



The mailing was written by Ashling Geh and art directed by Suzanne

Botha.



The Syphon Filter 2 mailing, written by Nico Tatarowicz and art directed

by Chris Felstead, is themed around the eponymous deadly virus. The

mailing puts the recipient in a secret agent’s shoes by making them

think they have received a virus card from an FBI-type organisation. An

enclosed square of red plastic when held over one of the images reveals

the Play-Station symbols.