The Sony PSP has only recently launched in Europe so we thought we’d catch up with Carl Christopher, SCEUK Head of Events, about their innovative and much-buzzed marketing.
Q. The PSP campaign has been heralded as a great success. What insights drove you down this particular ‘creativity focused’ route for the campaign?
A. "Our research over the last year demonstrated that the projected audiences for PSP were consuming entertainment at a very rapid rate. The audience for the product were very media savvy."
Q. Have you been surprised by the willingness of artists, creatives and musicians, such as Peter Saville, to take part in the campaign?
A. "I believe we provide an interesting enough brief for the likes for the top creatives to straddle with lines of working with a commercial brand whilst fuelling their creative energies."
Q. Much like the iPod, the PSP has created a new industry with the arrival of hundreds and thousands of third party products. These have come from a phenomenally wide range of sources, whether it is Fendi, Tommy Hilfiger or small time producers. Do you consider this beneficial to the PSP brand or would you rather Sony chose an official partner to control this burgeoning trend?
A. "I think some of the third party PSP holders have been produced with some degree of success. Others not so. It’s all subjective and it depends on your taste. The French and American territories have negotiated deals with various fashions houses to suit their markets. As a means of bridging the gap with the fashion industry where traditionally it has been difficult to really collaborate with authenticity, I think it’s a mutually beneficial strategy. In the UK market, we are working with Luella Bartley to produce some really gorgeous PSP holders. Working with the fashion industry means we are reaching under resourced audience in a palatable way."
Q. The accessories produced by major fashion houses has, in the USA, led to PSP catwalk shows. Can we expect more of the same over here?
A. "At present there are no plans for cat walk shows in the UK."
Q. What was the response to the guitar cut-outs that you distributed during July? It appeared to be an incredibly innovative idea, but possibly did not receive the publicity it deserved?
A. "I strongly disagree. The PSP Cut Out project was a resounding success. We achieved all our objectives of the project. The Cut Outs were taken in a matter of hours. They created a real buzz around the street of London amongst media savvy Londoners. The project garnered considerable press in the design, music, culture and media commentary categories."
Q. Much is made of Steve Jobs approach to marketing at Apple, keeping new products a secret until release. Do you think Sony and the consumer electronics industry could learn from this approach?
A. "We will continue our policy as is."
Q. How does a huge company like Sony manage to stay on top of trends and the latest goings on in inner cities? Do you rely on agencies to let you know or does Sony have its own network of edge dwellers who feedback?
A. "SCEE is a dynamic and pioneering company. We like the partnerships we choose, the agencies’ we employ and the consumers we interface with to have the same energy and ethos."
Q. Do you consciously try to tap into certain ‘trends’ with your campaigns?
A. "For the launch of PSP the strategy has been to develop a network of advocates. We have worked hard with our employed agencies to ensure that our events/partnerships are at the cutting edge, that they are irreverent and spontaneous as well as entertaining."
Q. Do you see the PSP as the catalyst for video casting and Sony as the champions of this format?
A. "PSP is a catalyst for experiencing entertainment on the move. PSP offers broadcast programme opportunities that have not previous been accessible to a mass market audience."
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