Claydon Heeley has won a pounds 2 million direct marketing and
sales promotion brief from Sony Playstation after a five-way pitch
against Black Cat, Momentum, KLP and Payne Stracey.
The appointment is a first for Sony Playstation which, until now, has
done only a limited amount of ad hoc below-the-line work, all created
in-house. The above-the-line account is held by TBWA Simons Palmer.
Darren Carter, the marketing manager for Sony Playstation, commented:
’We want to create a co-ordinated campaign using the same tone as TBWA’s
work. Claydon Heeley quickly understood the tone and had the right ideas
for creative input and planning.’
TBWA’s advertising, which concentrates on the theme of power and the
full-on experience of playing the games, features the line: ’Never
underestimate the power of Playstation.’
Claydon Heeley’s first task will be to work on the computer games
company’s mailing programme. It already has a database of 750,000 names,
collected through console registration cards and its customer careline.
A recent questionnaire achieved a 40 per cent response, confirming the
company’s belief that consumers want to interact with the Playstation
Leo Campbell, the new-business director at Claydon Heeley, said: ’We
want to drive customers into retail and strengthen the bond between the
Playstation and the consumer.’
Claydon Heeley, which has been appointed in the UK only, will also
co-ordinate Playstation promotions with third parties and retail
outlets. The objective is to increase sales of software, merchandise and
consoles as well as to garner information about customers.
The below-the-line campaign is due to start at the end of the summer.