Sony PlayStation reveals spoof classified ads for game

Sony PlayStation is launching its car racing game Gran Turismo Concept with an innovative press campaign that uses spoof classified ads in motoring magazines.

The campaign, through Claydon Heeley Jones Mason, places a Suzuki concept car featured in the game alongside classified ads for real cars.

The spoof ads direct readers to the PlayStation website (uk.playstation.com) and offer a test drive "at Gran Turismo Concept".

Media strategy for the campaign sees the spoof ads placed in titles including Evo, Fast Car, Revs and Auto Trader. Media planning and buying is through Manning Gottlieb OMD.

The aim of the strategy is to target genuine car enthusiasts by drawing their attention to the unique line-up of concept cars in the game.

Claydon Heeley has also developed traditional press advertising, direct mail and inserts for the launch of the Gran Turismo Concept.

The ads feature a television set covered by a sheet and the line: "The stars of the Tokyo and Geneva Motor Shows in your living room. Unveil, then unleash."

Dave Woods, the joint creative director at Claydon Heeley, said: "Gamers have come to expect standout from any PlayStation advertising - that's certainly what this ad gives them. It's almost guaranteed to be read."

PlayStation's website contains details of the 100 cars featured in the game. The launch of Gran Turismo Concept follows the success of Gran Turismo 3, which sold 850,000 copies in the UK.

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

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