PLAYSTATION 3 Brand Campaign Kicks Off

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Hey everyone, I’m Kim Nguyen, Marketing Manager for PLAYSTATION 3. This is my first post and I’m happy to report that the PS3 brand campaign officially kicks off this week with our online campaign. The first of many banners will appear today and run through December. In a nutshell, the theme of this year’s campaign uses computer animation to model key PS3 iconography in a black onyx world. Phew, yeah, that’s a mouthful. Better yet, why don’t you see it for yourself. This link takes you to the “Blu-ray” banner and is just the beginning with lots more to come. Stay tuned…

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  • so that conceptual concept conceptistic “this is living (conceptualy)”, made by conceptual tripctic conceptistic people at SONY ?

    Sorry, but engage me and fire all the (conceptual) people behind that “thing”..

    Any way, good luck for you, and don’t mess the whole thing, 2008 should be the year everything come back to normal (SOny #1, MS #2, and that Nintendo who do so much bad to us hardcore games, back to #3)

  • so that conceptual concept conceptistic “this is living (conceptualy)”, made by conceptual tripctic conceptistic people at SONY, is TERMINATED ?

    (what I whished to say, but perhaps too much conceptualitsed)

  • @ lakaihigh
    Thanx I really hope they listen to that, and not macrohard, even though they would just have Master Beef shooting Master Beef and then that Master Beef shoots another Master Beef cuz that’s all they really have. lol, but seriously I would love to see that commercial, maybe with a little sackboy next to the PLAY B3YOND, logo.

  • Apparently the word from Joystiq is that 60GB will no longer be sold in PAL territories once they’ve sold out and will be replaced by 40GB PS3

    *PAL territories will NOT be getting 80GB PS3*

    Though I seriousl don’t think backwards compatibility is such an issue with the 40GB as if you own a tonne of PS2 games,you’d obviously own a PS2 which plays those games fine.And your PS3 will be used to play PS3 games.Problem solved.Stop whining you haters!

  • Kim,

    Great banner ad with good visuals and promo of PS3 features. I get the sense from the ad that PS3 is being positioned as a ultra high-tech gadget, literally a black-box of technology that handles all your entertainment needs, esp with the onyx iconographs. One quick suggestion is to add the “Exclusive to PS3” or “Produced by SCEA” at the end of the game ads just to hit home the point of exclusivity.

    I’m sure this online campaign is an initial test marketing tactic, and more aggressive marketing (including TV time) is sure to follow. So you’re definitely getting good feedback from many commentators to hurry it up. I’m a big fan of Sony products, esp. the PlayStation line, but we’re getting a little lonely out here with the lack of more PS3 games on the news and the seemingly lack of urgency on Sony’s part. I heard of the big game line-up, but I’m not sure if it will coincide in time with the holiday season, esp. Thanksgiving.

    I’m not sure if I speak for everyone, but PS3 is getting crushed by Xbox 360’s HALO 3 adverts. If you’re thinking of market timing, Uncharted and Heavenly Sword seem like great games with good reviews, so advertising earlier may not be a bad idea. Several friends of mine who are game enthusiasts are still undecided whether to get a PS3 or Xbox 360, and they’re being swayed towards the 360 simply because of longer visual exposure.

    frito also made a great point about segmenting your consumers and making ads specific to each group. He also touched on an important point that I’m sure you already know: People don’t realize how much value for money they are getting for the PS3, coupled with a blu-ray dvd player. So work on educating the customer a bit….many people still don’t know the difference between blu-ray and HD-DVD. One major point that comes up here is limited connectivity. I can’t get a sense of how great blu-ray is with the small window and choppy load times (and I’ve got a pretty fast connection).

    I know Sony’s B2B (business-business) campaign with the movie studios got set back with the questionable Paramount decision to support HD-DVD. It was a lousy act by the studios and consumers got punished without a clear victor in the format wars. So your team really needs to work on the B2C channels even more.

    Sorry for the long comment…I work for a sales/marketing consulting company and tend to get a little technical. My interest in Sony is personal though, so if you want to discuss more about it, just drop me an email.

  • Is it possible for you Sony to offer Transformers as a hi-def 1080p digital video download since the movie will not be coming to Blu-ray anytime soon. Paramount will eventually see the mistake they are making but at the same time they were smart to take the money. Because when blu-ray wins HD-Dvd company cannot blame them for not trying to help. This a very funny situation. Spiderman 3 is going to outsell Transformers now that the blu-ray will be utilising the java interace. Anyway it think it would be cool if we could download the movie or stream it in hi-def from you servers.

  • PLAYSTATION 3 Brand Campaign Kicks Off - BlogStuffPro.com

    […] PLAYSTATION 3 Brand Campaign Kicks OffHey everyone, I m Kim Nguyen, Marketing Manager for PLAYSTATION 3. This is my first post and I m happy to report that the PS3 brand campaign officially kicks off this week with our online campaign. The first of many banners will appear… […]

  • No BC on the 40gig PS3? Why? You’ve already worked on tech software for emmulation. There better be a patch on PSN for all the people who buy a 40gig and want to play PS2

  • I’m glad the PS3 is finally going to get some of its advertising. America is going to be the biggest challenge this generation. I’m glad SCEE is finally paying more attention to Europe, but I would definitely reconsider the thought of not releasing the 80 gig version – some people will pay more to have BC and the other goodies. If you have any connections with them, tell them.

    As for America, when you release the 40 gig here at the end of the month (everyone knows its happening), make sure you start advertising the hell out of it.

    For Ads, this is what I would do…

    Forget about pushing Blu-ray for a while, and advertise its GAMING capabilities. Show a compilation of clips from MGS4, GT5, and FF XIII, and some games that are out right now like Heavenly Sword, R&C (soon), etc.

    No more crying babies and white rooms, please. Europe’s “This is Living” ads are a whole different story too.

    When FF XIII comes around, you should launch a super advertising campaign like you did with FF VII on PS1. White Knight Chronicles wouldn’t be a bad game to advertise either. 2008 is the time to steal the show from the 360.

    As an owner of both consoles, I can tell that the PS3 has a bit more power behind it. Time to show people what they are paying for through the games.

  • Looks better than the previous campaigns. See if you can spread the advertising in a variety of environments like Youtube, MySpace, etc. Get the ads on TVs during Prime Time and major events or sprts matches. If the US does get the 40GB PS3, put a lot of effort to show price and what you can do with it. For families show games like Loco Roco Cocoreccho, etc. Show what Blu Ray can do. Sony owns a lot of movie studios so get downlodable TV Shows and movies out as well as Blu Ray. You have a lot of work to do this Christmas and this is the start. Good Work.

  • I agree 100% with 209.

  • Savvy add campaign, new lower price (in parts of the world at least) and a great games line up coming out, holidays are looking good!

  • Sony launches new PS3 marketing campaign online - GAMER.BLORGE.com

    […] but the question is does anyone care? Kim Nguyen, the marketing manager for the Playstation 3 announced the change of direction on the official Playstation blog a few days […]

  • Why doesn’t Sony fix the PS3 while they are at it. Still, the PS3 downscales 720p games on 480p/1080i HD TVs. The other console’s engineers must be smarter, their console outputs 720p games at 1080i on 480p/1080i HD TVs.

  • The sales are going up but really slow here in the US thats just because there is no focus on how good and much better the console is compare to the competition and games are coming but slow i think the $399.00 40GB console is going to be perfect.

  • Sony you have to do a better job at communicating your strategies. Alot of people are getting concerned and confused by the introduction of the 40GB. People are speculating that you’re abandoning BC and that all future models won’t have it. This has made alot of people furious.(Including me) Is the 40Gb replacing the 60Gb or is it being sold as an alternative model for those looking for a cheaper price? Please tell us!! I don’t like listening to Internet rumors and gossip.

  • Its about time!! Comment 209 said it the best. Every game that gets advertised on tv has the 360 logo on it. Sometimes if you look hard enough you might catch a small ps3 logo, but thats it. The average person in america doesnt know what the ps3 has to offer, except for an expensive price, and gamestop workers telling them to get a 360!

  • launch of the ps3 differed in regions..in
    north america it launched in nov.2006…in oct. 2007 they have reached 5.5million sold…the sony name and word of mouth to me is the primary reason for the good sales….NOW ITS THE BIG bang….bigger budget to work with for advertising…awesome games in the pipeline….and very happy that they will have a cheaper model for those on a limited budget…they too will be able to get on the best of the best

  • Sony I beg of you. Beeeeeeeeeeeeeeeeeeeeeeeeeeeeeg of you, just drop the price of the 60sku/w Backwards capability. If you all try to come out with the 40gig and no backwards capability sku, I don’t think you all would be that the public would like it. Lets be honest, I’m a playstation fanatic. I have bought only 2 games for the PS3. The rest I’ve may bought online for a cheaper price. But, the point is, getting rid of backward capability is not good at all. BC is what separates you from Xbox360. You must keep at least the the ps2 BC. Ok its been awhile since my last post. Hope you all hear me.

  • @awheaten

    in keeping with the BC for PS2 what incentive will consumers have to buy a PS3???…think about that!!!….Sony is trying…and i stress TRYING to sell more PS3’s…if you want PS2 games on the PS3 then i’d advise you to just keep playing your last gen system…i hear Gmaestop has some for $99 :)

  • a lot of posts seem to think sony needs our help..so here goes…a new game for all….one liners for ps3….join in…mine is-reach out and touch the future—ps3BEYOUND…KIM NJUYEN…I RELISH YOUR NEW POST-not

  • Post 223 (Loucifer) makes a point. Removing backwards compatibility in PS3 promotes the PS3 “as is”, and helps reduce the high cost of the system (which helps bring the PS3 price down). Most people who were looking for BC already have PS2. The removal of BC to reduce cost as opposed to leaving it in and pleasing just a few consumers is probably the lesser of two evils.

  • finally more ps3 commercials. go sony!

  • I’m glad to see your advertising because I’m tired of seeing Xbox 360 everywhere

  • ok this is completely off-topic but while watching a DVD i noticed that subtitles appear every now and then while they are switched off WILL YOU BE MENTIONING THIS IN YOUR AD CAMPAIGNOR ARE YOU GONNA FIX IT?????????????????????? obviously we will have to wait for a fix but we come to expect this from the DELAYSTATION! HOW LONG WILL THIS WAIT BE???

  • I really hope that the ads will be on TV because so far I haven’t seen anything for the PS3 on TV. I don’t think there has been one PS3 game that I’ve seen advertised on TV at all! I hope this ad setup starts to really show that Sony knows what it needs to do.

  • they do adds and lower the price of games to $50 that would stand out in a persons mind, when they see like COD4 on 360 for $60 and on ps3 $50 that would start selling games and systems now with the new 40gb

  • Impressive looking banner. I think name/brand recognition is not Sony’s biggest challenge when it comes to PS3 sales though. It’s the value proposition of the PS3 as a gaming and multimedia entertainment platform. While the PS3 arguably has superior capabilities over other current generation consoles, it doesn’t yet do enough to really justify its significantly higher price tag.

    On the games front, the few exclusive releases so far do not have near the fanbase as other already-established titles (eg. Halo). While PS3 does have some exclusive games with larger followings planned (Final Fantasy, Metal Gear, Gran Turismo, etc.), they are still too far into the future to make the PS3 attractive in the present.

    As a Blu-ray player, the ongoing format war with HD-DVD reduces the appeal of sinking money on something that could very well go the way of Betamax. At $500-600 for a PS3 console and then $20-30 per disc, the threat of being the proud owner of $1k of abandoned technology is very unappealing. Paramount/Dreamworks’ recent announcement of dropping Blu-ray certainly doesn’t help.

    The PS3 has several other capabilities as a multimedia center, but the gaming and movies are probably the two key points the majority of consumers really consider.

    That said, I think the only remaining tool at Sony’s disposal is price. Everyone already knows the name “Sony” and has heard of the PS3. They also know that the PS3’s retail price is more than 2x the Wii and $100 more than the Xbox360 and doesn’t offer any particularly good arguments to justify that difference.

    By offering a PS3 with full capabilities (not stripped out hardware, reduced ports, reduced hard disk space, etc.) at prices comparable to the competitors, Sony could make the PS3 competitive again. Otherwise, I think the PS3 will continue to trail for another year, when it really starts to strengthen its games.

    Just my thoughts…

  • PLEASE get more TV ads- it will only benefit the company…

    Oh yeah, Paramount? Paramount only has Transformers right now… get Disney to release and advertise Cars and other movies on Blu-ray, and the people wil come…

    Very nice ad banner- I’m jealous of your skills now :P

  • flarp, nice summary of the current situation.
    Out of curiosity (anyone can answer), how’s HOME doing? If Sony wants to reposition itself as a gaming/multimedia platform and plan to use HOME to do it, are they really successful? I remember hearing about the access capabilities of watching movies and stuff via the MMORPG-styled platform, but can’t say how effective that’s been.

    Some other random ideas:
    – Use of branded entertainment to add the earning potential of PS3, maybe through HOME
    Similar to what Xbox is offering. Creating entertaining content for advertisers with the oh-so subtle advertisements, like Burger King’s games. Sony doesn’t always have to sell to end users to earn money.
    – Value instead of price
    Instead of price wars, are there any ideas to improve the perception of value for the PS3? Its always easy to talk about reducing price, but that impacts your future sales. Since raising prices is taboo, the rule-of-thumb for new products is usually to start high, and cut down (although in Sony’s case they started too high).
    Promote the educational aspect (if any) of the PS3. There’s always the hype about “serious” games for training/educational purposes although nothing much has been done. Use the HOME network capabilities and go on a public school PR campaign to promote the use of PS3 there. Have kids link up across schools or something. Work with more of those gaming schools (you see more of their ads these days) and have the students work on creating PS3 games, and give them the tools to do it.
    – New channels
    I can imagine learning from Betamex, and find out new key channels that influence the outcome of the format war. I don’t know enough about global markets to say for sure, but maybe looking overseas (europe, asia, etc) and convincing the smaller but more numerous independent movie producers to work with blu-ray might help. That might not come under Kim’s jurisdiction, but its a thought.
    – Coping with an ineffective first launch
    Let’s face it…a poor first launch diminishes your future sales over the ENTIRE projected life of the console. Playing catch-up sounds nice, but total expected earnings from the PS3 already took a nose-dive. So Sony can’t just hope to increase its PS3 sales. It has to increase it at a rate that is much GREATER than the Wii or Xbox 360. And that requires a lot of AGGRESSIVE action. Sony can’t afford to trail anymore. Hard to describe without visuals…there’s a really neat graph I saw once that shows this effect.

    KK

  • I am a really big Playstation 3 fan, and am really tired of everyone I know say that the xbox 360 is the best system on the market. Please. You have to dish out more money just to get the 360 to play a HD dvd, which is going to lose to Blu-ray. So I really hope that this helps sony out.

  • First and fore most, I love the design, style and feel of the banner… This is master work in it’s truest definition

    That being said, (here comes the HUGE pink elephant) isn’t this just more of the same? Floating PS3, spewing items in a clean white environment? Ok, maybe the work is top notch, but it’s reminiscent of the creepy baby commercial, and that even made my little brother, an 80’s metal head squeamish. Are there going to be any other ‘story lines’ so to speak? A different campaign perhaps?

  • It’s great that the branding campaign has gotten underway. I just hope when the 40GB PS3 finally ships that Sony will rethink the PS2 backwards compatibility issue. That’s rather important to many. Plus if it’s a matter of getting the emulation coding done on a per game basis they could do something similar to what MS has done with updates and the like. Just a thought.

  • Hello to Kim Nguyen and to all people this may concern. The Playstation 3 has a whole bunch of things it can do— it is $599.99 for one model and $499.99 for another model. It is a fancy piece of technology–very powerful–and very expensive. It makes me upset that I cannot afford this new machine. From my perspective as a consumer—this is what I am trying to say—I just want a “video game system.”

    This is it—I want a Playstation that can play PS One, PS2, and PS3 games. I do not need it to be a home entertainment system with all of the whistles and bells. I have no intention of playing Resident Evil 5 or Metal Gear 4 or Grand Theft Auto in my living room with mom and dad watching. I believe, that if Sony just made a PlayStation 3 with backward compatibility and nothing else, it would not have as many problems and it would be more affordable, more user friendly, and it will be built to last. I ask you to please consider an old idea—the idea, that “less is more” Just consider for a moment, making a game machine–that just plays PlayStation compatible games. Thank you.

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