Sony – PlayStation 3 Project Hatch
Agency name: Cawley Nea\TBWAClient name: Sony Computer Entertainment IrelandCategory: Innovative Idea or Concept
BACKGROUND
Sony Computer Entertainment launched the new Sony PlayStation 3 Slim in October 2009. It is a slimmer and lighter version of the original console, with a lower RRP of €299, competing for share of market with the likes of Xbox and Nintendo Wii.
The client challenged the agency to create a campaign that would drive awareness of the launch of the new model and create noise in the gaming community via key online sources, bringing...