Claydon Heeley Jones Mason has created a direct marketing campaign
to back the launch of a football game for Sony PlayStation 2.
The DM campaign supports the launch of This is Football 2002 and also
offers money off a PS2 for friends of the recipient of the mailpack at
outlets of Currys.
The mailing will go to 40,000 consumers who pre-ordered a PS2 last year
from Dixons, Currys and PC World. The proposition is: "Now play your
heroes in your living room."
The creative concept takes its influence from the topic of the
performance of football referees. The mailing creates the link between
"money off" and "sending off" and includes a yellow and red card
offering two money-off promotions. A demo disk of the game is included,
tucked into a carrier that resembles a referee's shirt, alongside a
"hand-written" referee's notebook providing further details of the game
and subscription offer.
The campaign was art directed by Chris Felstead and written by Gary