Sony changes advertising strategy for the Playstation
With the start of the holiday shopping season, console manufacturer Sony Computer Entertainment will change its advertising strategy for the PlayStation 3. The brand campaign by the international agency network TBWA—which was launched with great fanfare this spring—will be shelved for the time being, and the focus will shift to the product itself.
Console manufacturer Sony Computer Entertainment will be changing its advertising strategy for the Playstation 3 at the start of the Christmas season. The brand campaign launched with great fanfare in the spring by the international agency network TBWA will be mothballed for the time being and the product will take center stage instead. The first changes have already been implemented. For example, the website Thisisliving.de, which was introduced as part of the brand campaign and positioned as a community, has been switched off. Although Sony's Head of Marketing for Europe, Ulrich Barbian, speaks of a relaunch according to Horizont.net, he also confirms that only the claim "This is Living" will remain from the brand campaign.
The change in strategy will really manifest itself with the start of the Christmas advertising campaign in September. Instead of brand values, the TV commercials and online banners will focus on the features and functionality of the Playstation 3. Sony wants to outperform the competition and beat Microsoft's Xbox and Nintendo's Wii in terms of sales figures by the end of the year.
The change in strategy will really manifest itself with the start of the Christmas advertising campaign in September. Instead of brand values, the TV commercials and online banners will focus on the features and functionality of the Playstation 3. Sony wants to outperform the competition and beat Microsoft's Xbox and Nintendo's Wii in terms of sales figures by the end of the year.
