CAMPAIGN MEDIA AWARDS 2003: Best IT and Consumer Durables Campaign

WINNER Title: The Third Place Media agency: Manning Gottlieb OMD Media director: Ben Hayes Account director: Simon Wilden Creative agency: TBWA\London Creative director: Trevor Beattie Account director: Robert Harwood-Matthews Client: Sony Computer Entertainment Europe Brand/product: PlayStation 2 Marketing director: Darren Carter Media/brand manager: Alan Duncan

The magazine that Sony PlayStation wanted to advertise in didn't exist, so it created its own. The magazine, called Pilchard Teeth (an anagram of PS's central brand concept, The Third Place), is a fanzine dedicated to gamers who have grown up with the industry. The title was distributed at exhibition launches, clubs and book, record, clothing and designs stores. Circulation has grown above 50,000 copies and more than 30 enquiries have been made from interested advertisers and agencies.


Title: Sony Ericsson T310 - Sk8 M* CD-Rom

Media agency: Mediaedge:cia Digital

Media director: Tom Johnson

Assistant media planner: Dan Brown

Creative agencies: Outrider, Addictedtotv

Creative director: Ty

Account director: Stefan Bardega

Client: Sony Ericsson

Brand/product: T310

Marketing director: Ben Padley

The launch of the Sony Ericsson T310 involved educating young consumers about the evolution of mobile gaming. A chatroom, a game, a CD-Rom and a skateboarding video were developed to persuade 16- to 24-year-olds that mobile gaming had grown beyond the world of black-and-white dots. The campaign led to brand awareness growth of 28 per cent and a 14 per cent increase in agreement with the statement that "Sony Ericsson provides superior imaging".


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