“It only does everything,” has quickly become the franchise slogan for Sony’s PlayStation 3 and it’s usually accompanied by a clever advertisement from Kevin Butler as well. While some will disagree that the PS3 can do everything (like Other OS), it’s hard to disagree that the new ad campaign has done anything other than help Sony move consoles at an alarming rate.
According to Peter Dille, the new ad campaign is pushing consoles off of shelves at a rate of over 100% in comparison to previous years and months.
“The campaign is working to drive hardware sales,” he said. “PlayStation 3 sales are up 184 percent in the three months following the price drop, and while a lot of that has to do with price itself, we know from research that consumers are more educated as well.”
“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.”
However, Dille realizes that Sony’s campaigns haven’t always had the same success as the previously mentioned jewel. Instead, he understands that when the PlayStation launched, the “White room” advertisements were definitely worthy of a “wtf” moment from people viewing them.
“We get questions about the white room and the baby ad quite a bit. That whole campaign was to get people to say ‘What the [...]? I need to understand more about what this is,’ ” he said. “That whole campaign was really about power and the power the PS3 has. But what we found was that this whole positioning was a bit intimidating to people. Our research also showed that Sony could be perceived as arrogant.”
It’s obvious that arrogant is one way to describe Sony’s attitude through the early stages of this generation of consoles, but the company definitely has turned it around quite nicely.
So long as they continue to push Kevin Butler and the slogan that they’ve coined, I think the consoles will continue to sell well and consumers will continue to grow in understanding of what the console offers.
What do you guys think?