PlayStation® Launches New Latin American Campaign Through Saatchi & Saatchi

Sony Computer Entertainment America LLC (SCEA) today announced the debut of its first official regional advertising campaign for the Latin America region to coincide with the company's most exciting holiday seasons which include the debut of customized product offerings for the region and groundbreaking product releases such as PlayStation®Move and Gran Turismo® 5. Today, SCEA's presence in Latin America has expanded into 19 countries across the region including, Colombia, Argentina, Chile, Peru, Mexico, Panama, Costa Rica, El Salvador, Nicaragua, Brazil*, Peru, Honduras, Belize, Paraguay, Uruguay, Guatemala, Ecuador, Venezuela, and Bolivia.

"PlayStation is experiencing tremendous growth and opportunity in Latin America. We're providing extended access to the full array of PlayStation products and services in Latin America including PlayStation Move games like The Shoot, The Fight: Lights Out, and EyePet, and are making these products available on the same day as US and Canada," said Mark Stanley, general manager of Latin America for SCEA. "The company remains focused on creating localized and exclusive experiences that are tailored for consumers in this region and our new advertising initiative is a huge testament to the direct dialogue we want to continue building with Latin American consumers that are looking to enhance their entertainment experiences with PlayStation."

Developed by Saatchi & Saatchi, the central theme of the advertising campaign, "Live in a State of Play," captures the excitement that PlayStation provides consumers to experience the wonder, curiosity and excitement of being young and experiencing everything for the first time. Throughout the effort, images of people engaged with PlayStation are enhanced with the heads and faces of toddlers.

"PlayStation is always pushing the limits of entertainment with groundbreaking technology and game experiences," said Pablo Del Campo, CEO of Del Campo Nazca Saatchi & Saatchi and chief creative officer of Saatchi & Saatchi Latin America. "It's always a thrill and feels like you are experiencing something for the first time. We wanted to seize that emotion in every aspect of the campaign."

The marketing effort is designed to engage Latin America consumers via multiple touchpoints, including television, print, interactive, in-store and social media platforms.

- Set to Frank Sinatra's "Young at Heart," 60 and 20-second television commercials feature adult actors rendered as toddlers, experiencing life as if for the first time.

- A Latin American consumer website containing product information and new add-ons and game titles at www.vive.playstation.com.

- A Facebook page and application, where people can interact with the brand and put their voices to a "State of Play" video. As they speak, users' words are verbalized by the engaged gamer with the head of toddler in various scenarios (skater, fashion, street, etc.).

- A YouTube channel at http://www.youtube.com/latamplaystation

Saatchi & Saatchi employed a unique operating structure to meet the dynamic needs of SCEA in the region. Creative development is led by Del Campo Nazca Saatchi & Saatchi in Buenos Aires. Interactive and non-traditional campaign elements are being produced by Conill, Saatchi & Saatchi's highly awarded U.S. Hispanic market specialist. Account management and strategic planning are directed out of the network's Latin American headquarters in Miami.

"Our organizational philosophy on regional accounts is to harness the best talent of our network, regardless of geographic location." said Cynthia McFarlane, president of Saatchi & Saatchi Latin America. "By leveraging our centers of excellence, we couple the best insight-driven communications with a production and management process that is far more efficient for us and SCEA. This is the business model of our future."

To further underscore the regional commitment, the company has also announced four new localized PlayStation websites for Argentina, Chile, Colombia and Peru to offer relevant and customized information about PlayStation news and product information. In addition, several exclusive product offerings will be released this holiday that will only be available in Latin America:

- Konami's ProEvolution Soccer bundles:

o PlayStation®3 bundle includes Silver PS3 160GB system and Konami's ProEvolution Soccer 2011 game and will be available this November.

o PlayStation®2 bundle includes the PlayStation 2 system and Konami's ProEvolution Soccer 2011 game and will be available this November.

o PSP®(PlayStation®Portable) bundle includes the PSP system (PSP-3000) and Konami's ProEvolution ProEvolution Soccer 2011 game and will be available this November.

- EA Sports' FIFA 2011 bundles:

o PS3 bundle with black PS3 160GB system and EA Sports' FIFA 2011 game and will be available this November.

o PlayStation 2 bundle with the PlayStation 2 system and console EA Sports' FIFA 2011 game and will be available this November.

o PSP bundle with the PSP system (PSP-3000) and EA Sports' FIFA 2011 game and will be available this November.

Please visit www.PlayStation.com or the PlayStation Blog at http://blog.us.playstation.com/ for more information on the expansion of PlayStation business into Latin America.


*PSP platform availability in Brazil will be announced at a later time.

"PlayStation" and "PSP" are registered trademarks and "PS3" is a trademark of Sony Computer Entertainment Inc.  All other trademarks are property of their respective owners.

 


Call for Entries: Saatchi & Saatchi New Creators Showcase

News

Today, Saatchi & Saatchi invites candidates from around the world to submit creative work for the 2019 New Creators Showcase (NCS), held at Cannes Lions International Festival of Creativity in France. Previously known as New Directors' Showcase, and open to all creative talent, Saatchi & Saatchi invites the very best directors, makers and creators to submit film work for this…

FORBES magazine names Legacy in the Making by Mark Miller and Lucas Conley (McGraw-Hill) as one of the “Top 10 Business Books for 2018

News

Launched in 2012, Team One’s The Legacy Lab™ is a thought-leadership platform exploring the dynamics of long-term brand building in a short-term world. The Legacy Lab has researched influential brands including The Bluebird Cafe, It Gets Better Project, Girls Who Code, The Ritz-Carlton Hotel Company, The Championships, Wimbledon and Taylor Guitars among others, and publishes many of its learnings online.…

Guillermo Vega joins Saatchi & Saatchi London as Chief Creative Officer

News

Saatchi & Saatchi London has hired Guillermo Vega, the former ECD of 72andSunny New York, as its Chief Creative Officer. Joining on October 1, Vega will lead the agency’s creative department and build on its existing creative success. His appointment completes the Saatchi & Saatchi London management team, alongside Sam Hawkey (Chief Operating Officer), Richard Huntington (Chief Strategy Officer) and…

Saatchi & Saatchi New York Appoints Taras Wayner as Chief Creative Officer

News

Saatchi & Saatchi New York has announced the appointment of Taras Wayner as Chief Creative Officer, effective September 1st. Wayner will oversee all creative communications across the agency’s client roster, which includes Walmart, Procter & Gamble, USAA and NDSS, and will play a key role in further developing the agency’s creative talent. “The moment I met Taras I knew he…

Saatchi & Saatchi win 17 awards at Cannes 2018

News

Cannes Lions 2018 saw Saatchi & Saatchi offices around the network pick up a total of 17 awards. The wins were split across Saatchi & Saatchi New York, Saatchi & Saatchi LA, Saatchi & Saatchi New Zealand, Saatchi & Saatchi Germany and F/Nazca Saatchi & Saatchi Brazil. Winning clients were Tide, National Down Syndrome Society, Toyota, Elanco, Sadia and the…

Saatchi & Saatchi Croatia Re-energizes With New Creative Appointments

News

Publicis One Croatia today announces the appointment of three award-winning creative talents to Saatchi & Saatchi, promoting growth and creative excellence goals in Croatia and throughout the Adriatic. The three new appointments, who have extensive creative experience, will spearhead a re-energizing process of the agency in Croatia. Appointed are Ivan Tanić, who joins as Creative Director, Nebojša Cvetković as Art…

Saatchi & Saatchi New Zealand wins global Tourism Fiji account

News

Saatchi & Saatchi New Zealand has been appointed as Tourism Fiji’s global brand agency of record, following a selection process and creative pitch that began in mid 2017. Saatchi & Saatchi will lead the creation of a revitalised brand platform and global campaign to attract visitors to Fiji from all over the world, focusing on key markets – Australia, New…

Saatchi & Saatchi Shanghai wins Kraft Heinz China’s Creative Business

News

Kraft Heinz China recently appointed Saatchi & Saatchi Shanghai as their lead creative agency in China for all Kraft Heinz brand categories. Saatchi & Saatchi Shanghai won this business after a fierce multi-way pitch against other agencies over the past months. Saatchi & Saatchi Shanghai will lead creative services for all brands under the Kraft Heinz China umbrella. This covers…

Saatchi & Saatchi London named 'The Best and Bravest Agency on the Planet' by Contagious Magazine

News

Saatchi & Saatchi London have been named ‘The Best and Bravest Agency on the Planet’ by Contagious Magazine after topping their 2018 Contagious Pioneers agency rankings. The list recognises the top ten agencies round the world who consistently set the standard for creativity, innovation and excellence in marketing. The Contagious Pioneers list is based on an analysis of the Contagious I/O intelligence…