PlayStation launches sport titles with Claydon Heeley

Claydon Heeley Jones Mason has created a direct marketing campaign to promote the launch of Sony PlayStation's four sport-related titles.

The mailing, which is contained within a Union Jack- covered envelope, targets sports fans by exploiting the frenzy brought on in the UK by events such as Euro 2004 and the Olympics.

The leaflet cover delivers the message: "Britain needs champions this summer." The wording is printed against the backdrop of a stadium crowd in mid-celebration and is accompanied by a thumbs-up.

A miniature foam gold trophy is contained within the pack, with which gamers can celebrate their PS2 victories.

Inside the leaflet, people are invited to push their thumbs to the limit with four sporty games: This is Football 2004, Athens 2004, Formula One 04 and Smash Court Tennis Pro Tournament 2.

The copy encourages players to: "Get your lucky boots on and don't be shy with the Deep Heat because your footie skills are about to be put through their paces."

The copy is supported by an image of a gamer with one of the gold trophies on their thumb. An additional leaflet, which carries the strapline "Every champ loves to win. Here's your chance", invites recipients to enter a prize draw to win all four games.

The campaign was written by Mark McCall and art directed by Richard Dorey.

Dave Woods, the creative director at Claydon Heeley Jones Mason, said: "Play-Station has spawned a generation of incredibly skilled gamers. Now they can win a trophy like everyone else."


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