‘It Only Does Everything’ Campaign Proves to be a Major Success
On April 1st, the MI6 Conference took place (which is a conference for Game Marketing), there were plenty of awards given out (which you can view a list of here), and a few speeches. One of those speeches was done by Peter Dille, the Head of Marketing at SCEA.
Dille had mentioned that the ads were intended to more educate the consumer of the PS3’s functions, as well as getting some humor in there. Because of that, he said, the sales have increased 184% in three months, admitting that a lot of that had to do with the price drop, but undeniably, the ads, featuring Jerry Lambert’s character, Kevin Butler, had also helped drive sales.
Not only that, but after researching, probably through focus groups and surveys, they’ve found that the new ads have done a great job of informing the customer of the capabilities of the system. He also laid out some statistics of the increase in sales:
Purchase intent went from 19 percent prior to the price drop, to 36 percent after this campaign started. And we’ve also tracked our competitors and they’ve fallen during the same time.
He also mentioned that there will definitely be more Kevin Butler in the future, including ads for both the Move, and 3D gaming, so keep an eye out for those (I wouldn’t really consider the Move ad from a couple weeks ago to be considered the one they’re talking about, though). And finally, Dille talked about the original ad campaign, and how it was to show the PS3’s power, but how that failed (too intimidating, and caused Sony to potentially be perceived as “arrogant”) and put Sony in a bad position with it’s fans, but mentioned going back to the roots of PlayStation advertising with this campaign:
With our campaign now, we kind of knocked off all those obstacles. The arrogance I think has gone away. We kind of gotten back to our mojo with the sense of humor that people came to know and love with early PlayStation advertising. I think it’s just a more likable connection to the consumer.
It’s definitely about time Sony understood their fans!