Sony Playstation

Eighteen months after the introduction of Play Station, Nintendo 64 was launched. The contest was ill matched, since Nintendo from a technical point of view was much better than Play Station.
  

Egmont Entertainment/ Sony PlayStation

Agency: Umwelt A/S

MARKETING SITUATION

Eighteen months after the introduction of PlayStation, Nintendo 64 was launched. The contest was ill matched, since Nintendo from a technical point of view was much better than Playstation. An other challenge was the fact that Nintendo was already known for the socalled Game Boys. The battle had to be won through the creation of a strong market preference that would eliminate the technical inferiority.

ADVERTISING OBJECTIVES

Egmont Entertainments overall objective was to be N1 on the game console market. First place should be held in sale and in...

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