Sony backs PSP with branded retail units

by Samuel Solley, Marketing 13-Jul-05, 08:10

LONDON - Sony Computer Entertainment Europe has appointed Checkland Kindleysides to create branded retail sampling units to promote the September launch of its handheld PlayStation Port-able console.

The agency will develop branded concepts that encourage consumers to trial the console across a variety of locations and events.

The PSP logo will be incorporated on the units, alongside symbols highlighting the console's capabilities. The units will be placed in theme parks, airports, shopping centres, and at concerts.

Checkland Kindleysides has come up with three ideas that will be used to promote the PSP's attributes: The Atlas, The Stackerall and The Porta-Ball.

All three concepts have been designed to commu-nicate the console's portability and push its 'must-have' positioning. They will aim to show consumers the various ways in which the PSP can be held and played.

Sony's new console will be aimed at a more sophisticated, slightly older audience than PlayStation. The three designs will reflect this, as will the locations in which they are displayed.

The much-hyped PSP is the firm's first handheld console. It will offer gameplay, music, video and photo applications plus top-level graphics, a high-resolution widescreen LCD screen and wireless connectivity.

It will compete with rival Nintendo's DS unit, which launched earlier this year and is already experiencing high UK sales figures.

A major ad campaign will back the launch of the PSP, but the retail concepts are expected to have a continuous presence in locations such as shops and airports to sustain interest in the brand for up to three years.

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