Sony Computer Entertainment Europe has hired 23red to promote the
launch of its game, World Rally Championship, in the UK and Europe.
Activity from 23red, which breaks this month, will include press
advertising, event management, promotions and a viral campaign. It will
build awareness of World Rally Championship as an official game with
cars, teams and drivers from the Championship.
The press executions depict a panoramic shot of a rally terrain
alongside the strapline: "World Rally Championship. From the 4,000
corners of the Earth." The copy emphasises the 14 different cities that
the game includes.
Claydon Heeley Jones Mason is SCEE's usual agency for integrated
activity on its game launches, but 23red has an existing relationship
with ISC, which owns the TV and commercial rights for World Rally
Adam Wylie, the managing director of 23red, said: "This has been a
fantastic opportunity for us to launch the game through multiple
The copywriter was Andrew Harding and the art director was Sean
Media is through Manning Gottlieb Media.