Playstation 3 Campaign Audit
2010
Playstation 3 “It only does everything”.
A Campaign Audit
Table of Contents EXECUTIVE SUMMARY 3 INTRODUCTION 4 SITUATIONAL ANALYSIS 4 COMMUNICATION OBJECTIVE AND MESSAGE/MEDIA STRATEGY 6 CAMPAIGN BUDGET 11 CAMPAIGN EFFECTIVENESS 12 WORKS CITED LIST 15 APPENDIX A 17 APPENDIX B 18 APPENDIX C 19 APPENDIX D 20 APPENDIX E 21
EXECUTIVE SUMMARY
The reason behind this campaign audit was to further our knowledge and skills needed in the area of advertising and promotion. In particular we are focusing on the “It only does everything” campaign run by Sony, to promote the release of their new model Playstation 3.
The research draws attention to the overall effectiveness of the campaign. It brings into context the position that the product was in at the time the new campaign was introduced. The research highlights the communication objectives and media strategies undertaken by Sony to promote the Playstation 3 in the desired way. This includes what methods and tools were used, which methods were focused on most and how the organization came up with the rationale for the split between communication tools. It also discusses the budgets set for the campaign and also how the finances were split between tasks. This all comes together in order to analyze exactly how effective the campaign was.
Sony is one of the most well recognized organizations across the globe and amongst other products is extremely well known for their gaming products, known to us as Playstation. This audit is based on prior research done by our group members after being assigned the task by the unit coordinator. Most of our research has come in the form of articles, and promotional videos, as well as general word of mouth.
This audit will serve as a basis to our understanding of the processes made up of conducting such tasks. It is one of many steps we will undertake in furthering our knowledge in the area of advertising and promotion.
INTRODUCTION
We have chosen to
Playstation 3 “It only does everything”.
A Campaign Audit
Table of Contents EXECUTIVE SUMMARY 3 INTRODUCTION 4 SITUATIONAL ANALYSIS 4 COMMUNICATION OBJECTIVE AND MESSAGE/MEDIA STRATEGY 6 CAMPAIGN BUDGET 11 CAMPAIGN EFFECTIVENESS 12 WORKS CITED LIST 15 APPENDIX A 17 APPENDIX B 18 APPENDIX C 19 APPENDIX D 20 APPENDIX E 21
EXECUTIVE SUMMARY
The reason behind this campaign audit was to further our knowledge and skills needed in the area of advertising and promotion. In particular we are focusing on the “It only does everything” campaign run by Sony, to promote the release of their new model Playstation 3.
The research draws attention to the overall effectiveness of the campaign. It brings into context the position that the product was in at the time the new campaign was introduced. The research highlights the communication objectives and media strategies undertaken by Sony to promote the Playstation 3 in the desired way. This includes what methods and tools were used, which methods were focused on most and how the organization came up with the rationale for the split between communication tools. It also discusses the budgets set for the campaign and also how the finances were split between tasks. This all comes together in order to analyze exactly how effective the campaign was.
Sony is one of the most well recognized organizations across the globe and amongst other products is extremely well known for their gaming products, known to us as Playstation. This audit is based on prior research done by our group members after being assigned the task by the unit coordinator. Most of our research has come in the form of articles, and promotional videos, as well as general word of mouth.
This audit will serve as a basis to our understanding of the processes made up of conducting such tasks. It is one of many steps we will undertake in furthering our knowledge in the area of advertising and promotion.
INTRODUCTION
We have chosen to
Cited: 2. Carter, Meg, Jan. 29, 2010 Creating a Digital Echo Available from http://www.guardian.co.uk/media/2007/jan/29/mondaymediasection6. [April 27, 2010]. 3. Cheng, Jie, Freeman-Aloiau, Mark, Guo, Xin, Pullen, Anthony, March 6, 2007. Sony: Maintaining Dominance with Playstation 3 California Institue of Technology. Available from http://www.mcafee.cc/Classes/BEM106/Papers/2007/PS3.pdf [May 1, 2010]. 4 5. Playsation’s Channel available from http://www.youtube.com/user/playstation?blend=2&ob=4. [May 1, 2010]. 9. NPD Market Share Numbers for Game Consoles, 2009. Available from: <http://www.tgdaily.com/slideshows/index.php?s=200902131&p=2>. [4 May 2010]. 10. Dille, P. 2007, New PS3 TV Ad Campaign. 28 November 2007, Peter Dille: Blog. Available from: <http://blog.us.playstation.com/2007/10/31/new-ps3-tv-ad-campaign/>. [27 April 2010]. 11. Boyes, E. 2008, PlayStation 3 sales increase 178 per cent. 1 January 2008, Emma Boyes: Blog. Available from: <http://news.cnet.co.uk/gamesgear/>. [27 April 2010]. 12. Sughayer, M. 2008, Industry Sales Climb, PS3 Sales Climb Too. 22 January 2008, Mariam Sughayer: Blog. Available from: <http://blog.us.playstation.com/2008/11/31/industry- sales- climb-ps3-sales climb-too />. [29 April 2010]. 13. Reilly, J. 2010, Sony 's 'It Only Does Everything ' Campaign Paying Off. Available from: <http://au.ps3.ign.com/articles/108/1081778p1.html>. [28 April 2010]. 14. Now cheaper than ever to manufacture, 2010. Available from: <http://www.mygaming.co.za/news/ps3/5854-Sony-finally-turning-profit-PS3-hardware.html>. [1 May 2010]. 15. Unit Sales of Hardware, 2009. Available from: <http://www.scei.co.jp/corporate/data/bizdatausa_e.html>. [29 April 2010]. 16. Sony PS3 Campaign, 2007. Available from: <http://awards.lbi.co.uk/playstation_bima.htm>. [27 April 2010].