The PS3 was built to be much more than a gaming system. A year in, the only people buying it were hardcore gamers. Consumers didn’t fully understand everything it could do. So we Introduced Kevin Butler, PlayStation’s new VP of, well, everything.
Our campaign helped the PS3 outsell the XBOX360 for the first time ever, for 13 consecutive months. Soon after, Kevin Butler introduced a new era of motion control gaming with the PlayStation Move.
Kevin Butler was with us when we launched “Long Live Play,” bringing his signature swagger to the introduction of a platform built for real gamers, and proving that a character originally meant to welcome new audiences had been fully embraced by the core.
Kevin Butler even took the stage at E3, delivering PlayStation’s keynote and cementing himself as an icon to gamers.
Case Study
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Copywriter: Josh Fell
Art Director: Ryan Dickey
Creative Director / Copy: Jason Elm
Creative Director / Art: Michael Bryce
CCO: Eric Hirshberg
Producer: Marisa Waser
Director: Frank Todaro
Editor: Christjan Jordan
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We helped reverse momentum for the PS3 by clearly communicating everything it could do, driving a 184% increase in hardware sales and nearly doubling purchase intent from 19% to 36%, while pulling consideration away from competitors.