"Entendemos que el desafío esta en ser remunerados por servicios cuyos intangibles son el valor, las ideas, la visión y el pensamiento, y es disruptivo para las agencias de medios que vienen de un modelo comisionado por la contratación de espacios y cuyo capital de trabajo no solo está basado en el recurso humano sino también en la fuerte inversión en tecnología propietaria y bases de información"

Adrián Barreiros - CEO de MEC Argentina

Todos somos jugadores




PlayStation3

Todos somos jugadores

Management summary:

PlayStation is leader in the console & videogames market, but also has competitors that are always present as a threat for Sony. The campaign was focused on the target provocation, showing that the human being has an intrinsic competitive attitude, although he doesn`t seems rationally. Our media implementation contacted them in all effective contact points. Show that there is competition in every place where daily life happends, surprising the target in situations that normally would not have believed it competes (shopping centre, parking, etc.). After a exhaustive analysis of the target using TGI, we thought that the medium and the message should be unified to carry out actions /implementations more consistent, always trying to engage the target. We developed a campaign with a diversified mix of media, including ads in newspapers and magazines, actions in shopping centers, Billboards and NTA on TV and Radio.

Submission:

The campaign was focused on the target provocation, showing that the human being has an intrinsic competitive attitude, although he doesn`t seems rationally. Our media implementation contacted them in all effective contact points. Show that there is competition in every place where daily life happends, surprising the target in situations that normally would not have believed it competes (shopping centre, parking, etc.). Life is a great game, in which everyone always compete to achieve something. We are big competitors in nature. They don´t know but they do. After a exhaustive analysis of the target using TGI, we thought that the medium and the message should be unified to carry out actions /implementations more consistent, always trying to engage the target. We developed a campaign with a diversified mix of media, including ads in newspapers and magazines, actions in shopping centers, Billboards and NTA on TV and Radio. We occupied different tactical spaces  where the target is in their daily lives. Challenge them to compete in the most unexpected moments. Radio Promotion Mechanical “Basta de Todo” was chosen as the programme to develop this contest. Matias Martin (Gamer, with high affinity to the PlayStation product and brand) and the section “Cómo se llama?” was chosen for the contest, conveying the idea of being "all players" and "competition" (concept of the campaign) that promotes a product like PlayStation. Final prize: one PlayStation3 per month. In addition, weekly winners received the videogame "Uncharted 3" Results: Contacts (non unique) $ 35,692,066 Investment $ 1,917,658.4 Cost Per Thousand (CPM) $54

Business or consumer insight:

Life is a great game, in which everyone always compete to achieve something. We are big competitors in nature. They don´t know but they do.

 
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