Advertising brief
This is a
brief for an advertising campaign covering the launch of the new PlayStation 4.
The ads are addressed to a 18-34 male audience who either already own a
PlayStation console or a competitor’s console. The PlayStation 4 brings
considerable improvements to the gaming experience and stands to be one of the
biggest launches of 2013.
The purpose
of the campaign is to inform the market about the launch and create buzz and
anticipation regarding the PS4. The desired objectives include reaching 85% of
the target audience, 60% recall of the campaign and 50% positive attitude,
making the PS4 a must-have enhancement to family life. This should translate
into a 25% purchase intention amongst the target market within the first month
of the campaign.
1. Stars have been a symbol for one's dreams and desires for a long time. This advert plays on that symbolism by suggesting that Playstation will offer you an experience where anything you dream of can come true, even if it's just virtual, of course.
2. So much of life, nowadays, revolves around the future and what it will bring. Especially as a technology provider, it is important to make it clear that you are a part of the future and make customers feel and truly believe that, through buying your products, they can be a part of the future as well. The comparison is used to create contrast and empower the message: what was... and what we offer.
3. The first generations of video-gamers are getting older and many have either started a family or are planning on starting one. This trend has considerable significance as it gives the opportunity to move onto a new market and seize the opportunity of playing on the bond between gamers and their children and, hopefully, establishing teaching your child how to play video-games as a tradition which PlayStation is a part of.
4. Technology is moving at ever-growing speeds and, with recent developments such as Google Glass or the first basic, yet promising, on-retina led display, the client's imagination is stimulated and can be easily captured. The promise is simple, we will provide the newest technology as soon as it becomes available.
