Radio: Sony PlayStation 4

Sony PlayStation 4, or simple Orbis is the new game console from the 8th generation that is going to come on the market in 2013. As an advertising agency, it was decided that the promotion campaign is going to cost over £4m on a duration of about 5 months and is going to use different media, like: print, TV, on-line, cinema, outdoor and in-game. Also during this campaign, a change in target audience is wanted, from 16-24 male to 16-36 male. For the radio campaign a few ideas of possible ads are explained below.

1. In game
One idea would be to have a soldier saying his story like: 'My name is John Capelli and I am at the tower....the war is not going well. I'll do everything that I can to win this. This message is for my wife: Take good care of our son! I love you!'. Then after hearing a few more shots on the background, you can hear him saying with a calm voice: 'We fight or we die!'. After that, at the end of the advert, another voice says: 'PlayStation 4'.
30 seconds, 47 words, background sounds: battlefield shots, soldiers talking

2. Father and son
Another scenario would be to have the father and son together. The father is playing a Fifa game, which can be heard on the background and then the son comes in the room and tells his dad: ' Daddy I wanna play on the new PlayStation 4 too, can you teach me how?'. The father says: 'Come over, daddy will show you how to play this new Fifa game'. Then for a few more seconds you can hear on the background the father explaining what every button on the controller does: 'This is for moving forward and this one for going left-right....'. At the end, an outside voice says: 'Sony PlayStation 4, in stores now'.
30 seconds, 44 words, background sounds: in game music

3. New features
A new scenario would be to present the new PS4 and its features. There will be someone talking about the new unique features that the console has and on the background there will be music from different games like: Call of duty or Fifa. The narrator is going to say: ' New generation comes with new features. The wait is over... the new Sony PlayStation 4 is out now with an amazing graphic for video, more space and great new games. Benefit of an incredible experience on the new exclusive games out now and free to everyone ordering from the official PlayStation website in the week commencing 2nd December'.
30 seconds, 58 words

4. Phone conversation
Here we have a father playing on his new PS4 when his wife calls. The conversation will be: Her: 'Hey honey, how are you? I called to tell you that I'm in town and I found a great bike for our son Jason. What do you think I should do? It's really nice...I really think he is going to like it'
Him(while playing on the PS4): 'Ahhh....don't know....will see...will talk....'
Her: ' Are you even listening to me or are you playing again? You always do that...you never pay attention at what I am saying....'
Him: 'But honey, I just got the new PlayStation 4 and I am trying out some games for our son, I'm not playing'
Her: 'Yeah sure...see you when I get home'

Then in the end, another voice comes in and says: 'The new Sony PlayStation 4...you just can't stop playing'
60 seconds, 108 words, background sounds: in game music

TV/Cinema: Sony PlayStation 4

Sony PlayStation 4 or simple Orbis is the new game console from the 8th generation that is going to come on the market in 2013. As an advertising agency, it was decided that the promotion campaign is going to cost over £4m on a duration of about 5 months and is going to use different media, like: print, TV, on-line, cinema, outdoor and in-game. Also during this campaign, a change in target audience is wanted, from 16-24 male to 16-36 male. For TV/Cinema advertising, there will be channels like: Sky Sports, Dave, 4oD and movie for cinema: The Internship, Red 2 and The Wolverine . A couple of ideas for this are explained below.

1. Father and son
The first video,30 seconds, is going to illustrate the father and son bonding. As this entire campaign is aiming to change the audience to male who want to have a kid and a family or they have it already, the video is going to show how tradition is passed from the father to his son. There is going to be a living room, on a Saturday night, the father is playing football on the new PS4 and his kid comes into the room and watches. Then the father is going to ask him if he wants to play as well, so he is going to show to his child how to play it. Then the wife (mother of the boy) comes into the room and stays next to the door and watches how the two have fun playing together. At the end there is a narrator saying: 'New generations....same traditions....Sony PlayStation 4 perfect for your family'.

Storyboards:

 

Please click to enlarge and see below the abbreviations present in the storyboards

Abbreviations:

Camera angles (CA)	Frames (F)	Camera movements (CM)	Change of focus (CF)	Sounds (S)	Words (W)
Participant (P) Observer (O) Low angle (LA) High angle (HA)	Close up (CU) Medium (M) Long (L)	Pan (P) Tilt up (TU) Tilt down (TD) Dolly (D)	Zoom in (ZI) Zoom out (ZO)	Natural sounds (NS) Artificial sounds (AS) Mood music (incidental) (MM) Songs (S) Jingles (J)	In (I) Out (O)

2. Shazam
The second video is going to be the traditional game console advert, 15 seconds, where the new PS4 is showed next to an exclusive game. Ten seconds from inside of the game are showed then on the screen the new PS4 and the DVD game is showed with the message: 'Pre-book now for an exclusive offer'. Also, during the entire video the Shazam (the new sound recognition service) logo is shown at the bottom left of the screen with the message: 'Load for more exclusive offers'. So people know that they can open the application on their phone and start loading the sounds, then they will automatically be sent to the official PlayStation website where they can benefit of a better offer for pre-booking the console, they get not just 1 but 2 games for free.
During the commercial, the song: Wavin' Flag from K'naan is going to be played due to its success during the 2010 FIFA World Cup.

Sounds: SONGS

 Storyboards:

Please click to enlarge 

  

  

Print: Sony PlayStation 4

Sony PlayStation 4 or simple Orbis is the new game console from the 8th generation that is going to come on the market in 2013. As an advertising agency, it was decided that the promotion campaign is going to cost over £4m on a duration of about 5 months and is going to use different media, like: print, TV, on-line, cinema, outdoor and in-game. Also during this campaign, a change in target audience is wanted, from 16-24 male to 16-36 male. For print advertising, there will be gaming magazines and newspapers and some outdoor billboards. A few ideas for this are explained below.

1. AR (Augmented reality)

There is going to be a simple picture of the new console (like the one above) and is going to have as a title: 'Sony PlayStation 4 out soon'. On the bottom, right corner, there is going to be a small picture of Blippar (a new app that people can use on their smartphones). 

 

When they will see the logo, people will know that it is a print advert that can be scanned with the phone using the app. Once they do this, on their phone there is going to show a full video describing the new games available for the console, show the new controller and also it is going to reveal the release date. At the end of the clip, they will be directed to the official website. The reason for using this, is that the people who play this kind of games are the ones who like technology and innovation and they will most definitely going to have a smartphone that can use this application.

2. Bundle

Another idea would be to have an image with a promotional bundle. This would let people know that the new PS4 is going to be out soon and that they can benefit of a great offer if they pre-order. In the picture there is going to be: the new PS4 with 2 controllers and 3 exclusive games. It is going to be written on the image: 'Pre-order now and get the full bundle at a basic price'. Also on the bottom of the picture there is going to be the website where they can go an order.

3. TV

The 3rd print will be an image with a big plasma TV showing one of the new games, a game that can only be played on PlayStation 4. Next to the TV it can be seen the new game console and the DVD game. The idea is for the people to see the new PS4, the game and the video quality of one of the new games. They will get the chance to see that on the big plasma screen TV that is showed in the image. Also as a message, there is going to be short but direct one: 'New video quality, new generation...PlayStation 4'.

4.Father and son

Another print idea would be to represent the father and son, which is exactly the new target audience that PS4 is trying to reach. So there is going to be a big TV, a couch, the new PS4 and the father and son playing on it. The image will show how they bond and how dad shows his son how to play football. The message will be: 'New generations...same traditions'. This is meant to show that, no matter if there is a new generation of game consoles, the son will still play the game just like his father did when he was the same age.