PSP shelves major campaign as stocks run out

by Ben Carter, Marketing 23-Nov-05

Sony has put on hold plans for a pre-Christmas ad campaign for its PSP handheld console, because of retailers' concerns over stock availability.

The gaming giant had planned a major TV campaign as part of its £10m launch investment in the gaming and multimedia device. But as a
result of huge demand since its September debut and dwindling stock on

the high street, Sony will now run just one execution for it over two

weeks in the run-up to Christmas.

'The ad will introduce the multimedia functionality and will be followed
up with activity next year,' said Alan Duncan, Sony Computer
Entertainment Europe's UK marketing director.

The campaign, which breaks on Friday, has been created by
TBWA\London.

It will introduce PSP's brand symbols, which Sony hopes will become as
recognisable as its PlayStation icons.

Sony has insisted that more stock will be distributed to stores within
the next week to cope with Christmas demand, though Duncan admitted all
further marketing plans would be moved to the new year.

He added that the company's advertising focus will revert to promoting
its PlayStation 2 console through its 'Fire It Up' brand activity.