Day 7: How Sony sells make-believe
Or, why you don't need to make video games to help your customers create a powerful new identity.
In what world would it make sense to create an ad that involves:
Zombies
Robo-Jack Russel Terriers
And Country Western Cowboys?
Sony's world, of course.
There's something about this campaign for Playstation Extra that feels magical to me:
Press play below to watch👇
There's a reason why we're ending our week together here.
If you take one thing away from this series, let it be this:
When you know how to answer "who does your customer become with you...?"
You will be astonished by the possibilities that become available to you.
Don't take my word for it. Read on for the final (and my favorite) day of Big Brand Energy.
Campaign Breakdown:
“Why Be One Thing, When You Can Be Anything?” by Sony for Playstation Plus
The Background:
Playstation Plus is a new subscription offer that gives gamers access to hundreds of classic video games on demand. In “Why Be One Thing, When You Can Be Anything?” Sony explores the magic and nostalgia of games from our youth, conjuring up images of make-believe and new identities.
“You probably don’t know who you are yet — but what a life you’ll live, exploring who you can be.”
The Question:
“Does anybody know who they really are?” asks Sony.
My answer is: maybe… but I think every course creator should be able to answer the question:
Who do your customers want to be?
The answer is the starting point for your next launch campaign.
Your Creative Prompt:
Launching is the art of offering a new identity to your audience — brought to life by your program. It’s the version of themselves they see when they’ve gone and done the thing you’re promising.
So, time for a new identity:
Who do you help your customers become when they say yes to you?
Answer this, and your next launch will become exponentially more interesting.
How To Use it:
Creating a tangible image of who your customers can become is the heart of a brilliant launch campaign.
Use it to shape your launch, how you run it, and how you make a promise for your program.
The possibilities are endless. (This little box could never do it justice.)
If you want to see how I do it, I invite you to join me in Launch Lemonade.
The Big Idea… & What’s Next:
Today’s creative prompt might require more reflection than the previous 6 days. Asking the question, “who exactly do I help my customers become?” is one of the most powerful things you can do for your launch.
In fact, I suggest your design your entire launch campaign around your answer to this question. It might turn out to be one of the most compelling things you ever create.