23red unveils work for launch of World Rally Championship

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.