Sony – PlayStation 3 Project Hatch

Agency name: Cawley Nea\TBWA
Client name: Sony Computer Entertainment Ireland
Category: Innovative Idea or Concept


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 it to life in a thought-provoking, creative and exciting manner.

We needed to achieve strong cut-through with the hard-to-reach target audience of 18-25 year old gamers. Budget was very limited, so we needed to think of an innovative way to reach this audience in order to be initially surprising and ultimately engaging.