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Sony Prepping Huge European Ad Campaign For PS3

After last week's GamesCom event, many people will look at Sony and say, "yep, all the pieces are falling into place." But many of those same people will add a disclaimer: "that is, if they can promote the goods correctly!"

Well, we haven't heard details about a major North American push yet but after viewing this announcement, we assume it's on the way. European gamers should soon start seeing a definite media blitz that is focused on the PlayStation 3 and just about anything that has to do with the system, including the recently announced PS3 Slim. Sony plans to launch an £82m pan-European marketing campaign for their console, which should put them in a good position for this year's holiday rush. Oh, and if you're wondering, it seems that the TBWA Agency, which is in charge of the TV ads for this campaign, is doing away with those crazy "esoteric and dark commercials." This is a good sign because SCE hasn't run a significant ad campaign for the PS3 since the system arrived in the region about two years ago. This time, they're really going to show the consumer what they're missing if they don't own a PS3; the Blu-Ray, downloadable TV and film content via the free PSN, online gaming, and of course, the games. Screen Digest predicts that Sony will sell 4.3 million PS3 units in Europe in 2009, which would bring the total to 11.16 million in that region.

You can bet we're going to see the same type of thing here in the US; at least, one would hope so. It has long since been the Achilles Heel for Sony - especially this generation - and it's about time they did something about it.

8/25/2009 Ben Dutka

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Comments (35 posts)

0_o
Tuesday, August 25, 2009 @ 10:30:27 AM
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Cool!

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dillonthebunny
Tuesday, August 25, 2009 @ 10:34:24 AM
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I hope so... but then Killzone was a great excuse to go advert nuts. but I think I saw three or four of them. I dont even remember MGS4's advertising.. so very sad.

this is what killed the Gamecube, poor marketing. Thank god the PS3 is superb lol, but seriously, Sony have to improve their pitch in Europe.

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Imagi
Tuesday, August 25, 2009 @ 1:23:09 PM

I never saw one KZ2 advert, I am struggling to name any PS3 exclusive game that I have seen advertised on TV.

I can however, think of many multiplat games that flash the 360 logo at the end to give the impression of it only being available on the 360.

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Midris7
Tuesday, August 25, 2009 @ 10:58:28 PM

Really? Do you live in the UK? I live in the US and I've seen them every day for a month or two.

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tanner1
Tuesday, August 25, 2009 @ 10:44:44 AM
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They need 2 improve it in the USA too cos the sales r dreadful considering the amount of people who inhabit the country

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King James
Tuesday, August 25, 2009 @ 2:56:05 PM

I think there main focus is Europe right now because GT5 and Singstar sells more there than here.

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Andysw
Tuesday, August 25, 2009 @ 10:54:09 AM
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Nice.

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VersusAlby
Tuesday, August 25, 2009 @ 11:06:48 AM
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There are Dutch and UK ones
but I never saw one in germany

they had great marketing back
I remember PS1 was crazy
and Ps2 was an overkill^^

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AKA M80 TheWOLF
Tuesday, August 25, 2009 @ 11:13:09 AM
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I'm more worried about them having enough ps3 slims to fill the demand ;]

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englishgolfer
Tuesday, August 25, 2009 @ 11:20:17 AM
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there is a big mistake in the advert and is the talk of the eu forum. at the end it says "search: ps3 start". type that into google and you'll get hits back along the lines "my ps3 won't start" to "ps3 starts to distribute porn in japan". not something mum and dad (well perhaps dad might) don't want to see. other than that good for sony in finally pulling off a great advert.

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Imagi
Tuesday, August 25, 2009 @ 1:26:40 PM

Yep, whoever had that idea should be slapped in the face with some frozen fish.

Last edited by Imagi on 8/25/2009 1:27:09 PM

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Paolo Kutaragi
Tuesday, August 25, 2009 @ 11:22:13 AM
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I watched the Uk one, and despite being short, the message is being successfully delivered.

Proper advertising is all what Sony needs - after the latest great announcements - to widely promote the black behemoth and push it to the expected selling rate.

If everything moves as planned by SCE, then by the end of the current fiscal year (March 2010), PS3 might sell a total of 32 million units globally.

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Lotusflow3r
Tuesday, August 25, 2009 @ 11:27:48 AM
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aww, im gonna miss those dark and odd ads.

David Lynch should of carried on with their ads...who can forget that arm coming out of that guys throat or the dreaming dog?

Last edited by Lotusflow3r on 8/25/2009 11:28:14 AM

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LividFiction
Tuesday, August 25, 2009 @ 7:58:47 PM

Or the deer that totally destroyed that car?

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godsman
Tuesday, August 25, 2009 @ 11:51:49 AM
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I think 4.3 million is an understatement. Even when PSP was given a remodel, there was a huge sales boost. This time the PS3 has a remodel and an anticipated price drop. I see and hope there's a sales surge and maintain for a long time. But hey, I'm just a regular guy, these people work on numbers all their lives, maybe they are right with their predictions.

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kevinater321
Tuesday, August 25, 2009 @ 12:18:45 PM
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i agree, i also think that 4.3 is an understatement. I expect to clear 6.4 million easy.

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OtisFeelgood
Tuesday, August 25, 2009 @ 1:14:21 PM
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They should bring back the Playstation Universe commercials. Those were pretty cool.

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Imagi
Tuesday, August 25, 2009 @ 1:18:52 PM
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Believe it when I see it.

Last set of PS3 commercials left people thinking WTF was that all about! for the 30 seconds before they forgot about it and went ooh...arrr wow at a 360 commercial, whose ad campaign never stopped.

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Arvis
Tuesday, August 25, 2009 @ 2:36:49 PM

"Believe it when I see it."

Word.

-Arvis

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WorldEndsWithMe
Tuesday, August 25, 2009 @ 4:39:02 PM

The 360 commercials with the back of people's heads wide open and stuff were freaky.

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Scarecrow
Tuesday, August 25, 2009 @ 1:23:51 PM
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Slim doesn't need advertising

It's in people's faces
People would be DUMB to not get a ps3 slim

To be honest, I really don't care if people don't buy it.

I know one thing: I'll be enjoy the software the ps3 is bringing out. That alone is the most rewarding thing

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WorldEndsWithMe
Tuesday, August 25, 2009 @ 4:39:36 PM

more people buy=more games for us though.

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tes37
Tuesday, August 25, 2009 @ 5:18:50 PM

Yeah, people know that there's a ps3 on the market, so no since in advertising the obvious. Like WorldEndsWithMe said in his other comments, the features need a little more attention given to them.

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Douchebaguette
Tuesday, August 25, 2009 @ 1:26:51 PM
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Just looked at UK's PS3 commericals on Youtube and Jesus Christ, they can do better than that. Singstar?! Buzz?! WTF???

They need to have ads like THIS:
http://www.youtube.com/watch?v=0NfcqQyMdJo

Okay, minus the profanity, and showing only exclusives, but you get the point. Then they can have those smaller adverts to talk about PS3 features.

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fluffer nutter
Tuesday, August 25, 2009 @ 3:37:18 PM

That's not profanity. Pass by a local elementary school when they're getting released and you'll hear the same things. It's the power of the radio. Word up, yo.

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King James
Tuesday, August 25, 2009 @ 2:53:46 PM
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1st Europe...then the US.

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Fane1024
Tuesday, August 25, 2009 @ 3:35:27 PM
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I say this every time someone says Sony doesn't advertise, so here goes...

I don't know what channels/shows you all are watching, but I see WAY more ads for Sony products than 360 or Wii commercials. "Chuck" alone was two or three PS3 ads each week guaranteed.

Maybe things are different in Canada than the U.S., but here PS3 ads are plentiful.

I will say that I find it infuriating that Microsoft sells multi-platform games as if they're exclusives (I hate it when Sony does it as well, but that's less often).

Jump in? F**k off.

p.s. They may not sell the product, but those European ads are hilarious. Does anyone know where to find HD versions of the This Is Living ads?


Last edited by Fane1024 on 8/25/2009 3:38:52 PM

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WorldEndsWithMe
Tuesday, August 25, 2009 @ 4:40:51 PM

no one watches Chuck.

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WorldEndsWithMe
Tuesday, August 25, 2009 @ 4:42:24 PM
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Good plan, but Europe already knows PS3 is king, its time to bring the real ads to the US. People in the US are brainwashed by commercials easily so if you saturate all adspace with the reasons PS3 is better than 360 (Yeah, Sony, you can ACTUALLY list your features on your commercials) then they can get a better foothold here.

Last edited by WorldEndsWithMe on 8/25/2009 4:42:40 PM

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Charger7302
Tuesday, August 25, 2009 @ 5:19:29 PM
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That will definitely help the ps3 match the 360 in consoles sales, from what I hear both consoles are pretty much tie, with the 360 just a couple of units ahead. But what about the US, Sony has already given the thing that most americans want and that's a nice cheap price for a premium product(sadly thats what americans look at first before even considering the exclusive titles ps3 has to offer) How come they are not displaying any tv ads for there new cheap, premium console?


Now how come psxextreme.com doesn't work on the ps3's browser? The ads cover up the article.

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RadioHeader
Tuesday, August 25, 2009 @ 5:57:22 PM
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I tentatively look forward to shitting a brick when I see the first GT5 ad.

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tes37
Tuesday, August 25, 2009 @ 6:02:49 PM

Just think, if enough good games come out, you could build a house.

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RadioHeader
Wednesday, August 26, 2009 @ 6:57:30 AM

Hey, I'm a PS3 owner, I'm gonna build a skyscraper!

lol, disgusting :)

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Dancemachine55
Wednesday, August 26, 2009 @ 2:21:57 AM
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Does anyone here remember the GT3 ad for PS2 when that first came out? They were everywhere!!! And it was simply a nice car driving along a track, stopping in the middle of a race and admiring the scenery, watching the sunset, etc.

It was the first time a new console on TV made people go "wow" and want to buy it.

Here's a new tip for Sony and Polyphony digital. If they start work on GT6 right after GT5 comes out, it might be finished in time for the PS4 launch. Imagine the launch sales of that!!!

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___________
Wednesday, August 26, 2009 @ 3:32:48 AM
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wonder if this will make any effects outside europe.
im sick of seeing bloody nintendo DSI adds.
honestly ive seen it so many freaking times i could recite the whole add.
surprisingly M$ have backed off allot, and since that pathetic threat of activision dropping sony, all ive seen is activision adds with ps3 at the end of them.
with prototype, transformers 2 and now harry pot head.
if sony market there games 1/10 as good as activision U2 would sell bucket loads.
i wouldent be surprised if we see allot of MW2 adds with PS3 on the back of them too, looks like that threat scared sony and decided to fund some adds for activision to keep them happy.

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