CHJM produces DM mailing to support PlayStation 2 game

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



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