Sony goes girl catching
Games After Sony put the Playstation 2 in a pink case, TBWA Zurich is now advertising the Barbie look.
Games After Sony put the Playstation 2 in a pink case, TBWA Zurich is now advertising the Barbie look. It has been announced for some time, but now it is officially on sale: the Playstation 2 in fashionable pink. Just in time for the Christmas season, Sony Playstation is launching a Limited Edition Pink in the stores. The new color is of course aimed primarily at female video gamers. Female gamers will be pleased because their console now matches their outfit and make-up table. Two target groups in their sightsThe advertising agency TBWA Zurich also made this the theme of its campaign for Sony. TBWA Zurich was commissioned to create an ad with two different messages specifically for the Swiss market. On the one hand, the young female target group that buys the pink PS2 itself is to be addressed. Secondly, the Barbie PS2 is also to be positioned with parents, grandparents and other potential gift suppliers.
The result is a simple yet convincing campaign: pink traces of paint from a spray can on a Persian carpet show that the kids have had to make their own Pink PS2 up to now or will do so. The two claims "Do it yourself? You can give it to yourself" or "Make this wish come true. Before it's too late".
Together with the singer Pink, who is under contract to Sony BMG, Sony developed a limited edition of pink-colored devices with exclusive audio and video recordings. According to international studies, the proportion of young women among gamers has risen from 20 to 25 percent in the past two years. The entire games industry is hoping that the female sex will be willing to buy. Not only is the PS2 available in pink, but also Sony's mobile console PSP or the PSP competitor Nintendo DS with two screens.
Christian Lüscher
The result is a simple yet convincing campaign: pink traces of paint from a spray can on a Persian carpet show that the kids have had to make their own Pink PS2 up to now or will do so. The two claims "Do it yourself? You can give it to yourself" or "Make this wish come true. Before it's too late".
Together with the singer Pink, who is under contract to Sony BMG, Sony developed a limited edition of pink-colored devices with exclusive audio and video recordings. According to international studies, the proportion of young women among gamers has risen from 20 to 25 percent in the past two years. The entire games industry is hoping that the female sex will be willing to buy. Not only is the PS2 available in pink, but also Sony's mobile console PSP or the PSP competitor Nintendo DS with two screens.
Christian Lüscher
