Outstanding Small Budget Campaign ; PSP Launch - Transforming a Gamer's Console into a Cultural Icon ; Sony Computer Entertainment Hong Kong
HAND-HELD GAMING was not cool for fashionable girls until PlayStation Portable (PSP) stirred a frenzy in the market. Now it is common to see young women plugging away on their mobile phone-like devices on the MTR.
The quest to make hand-held gaming popular among young women started when Sony Computer Entertainment Hong Kong (SCEH) brought PSP to Hong Kong in May last year.
With little advertising dollars, it went down the PR and 'other people's money' (OPM) tracks to promote the game console.
'The Hong Kong team approached companies from various industries, including telecoms, finance and ISPs, for joint promotions. By using OPM, the joint promotion approach provided enormous potential for win-win results. PSP enjoyed wide exposure in above-the-line advertising without Sony providing extra budget,' said James Hong, senior marketing manager at SCEH.
'The largest of these joint promotion campaigns include a PCCW bundling package for its Netvigator customer acquisition, Buddy and Love Music programmes, Peoples Telecom's bundling package for students, and an HSBC credit card acquisition programme,' he said.
Sony then used local film director Lee Lik-chee to develop a movie tailor-made for PSP. It is a four-part love story to promote the upcoming PSP game Yarudora.