ASIA-PACIFIC – HONG KONG, MAY 5, 2011 – Euro RSCG Hong Kong has launched its first integrated campaign to drive buzz around the launch of the Xperia PLAY, the first PlayStation® certified smartphone, for Sony Ericsson Hong Kong.
Gaming on smartphones can be a monotonous experience, but on the Xperia PLAY, mobile users can “PLAY to the extreme and beyond.”
The thematic TVC and print executions compare the dull experience of a man on a children’s shopping mall ride to the adrenalin and excitement of riding a live rodeo bull. When the everyday shopping mall ride transforms into a real live bull, spectators are left wide-eyed as the excitement builds to a peak, intuitively communicating to viewers the appeal of “playing to the extreme.”
“Rather than using video game scenes, as might be expected in a gaming console TVC, we decided to broaden the appeal to a wider group of viewers by creating a more ‘real-life’ situation,” said Barbara Yeh, General Manager, Euro RSCG Hong Kong. “It’s a simple story that effectively communicates in a playful way the advantage of the superior gaming experience of the Xperia PLAY, without being overwrought.”
“The Sony Ericsson Xperia™ PLAY is a ground-breaking product combining the best of both android smartphone and gaming worlds. Hong Kong being a pioneer market to launch this innovative product has the mission to create communications that unleash the imagination of gamers and appeal to a broad cross-section of people,” said Michelle Au, General Manager of Sony Ericsson Hong Kong and Macau.
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In other executions, characters from the phone’s preloaded games spring to life in key shopping malls as a series of eye-catching Android Cosplay Robots, appearing in print, POS and larger-than-life 3D figurines, driving attention to product stalls where shoppers can test the superior gaming experience of Xperia PLAY products.
Creative Credits:
Client: Sony Ericsson Hong Kong
Agency: Euro RSCG Hong Kong
Chief Creative Officer: CC Tang
Creative Director: Kenneth Tung
Senior Copywriter: Ka In Law
Art Director: Ivan Law
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