Sony spends 1.5 million Euro for PS3 campaign in Ireland

A couple of weeks ago, it was reported that Ireland is slowly losing its interest in the PlayStation 3 (PS3). A survey was conducted and 82% of the total respondents reasoned that the new console is far too expensive and that they will just opt for either an Xbox 360 or Wii.

Anyway, Sony seems worried as Ireland used to be its turf, especially during the PlayStation 2’s (PS2) heyday. This is most especially evident now that Marea Gray, Sony Ireland Marketing Director, just revealed the marketing strategy they will undertake for the said country: 1.5 million Euro (US$ 1.99 million) for ad campaigns alone in seven weeks. Gray commented,

We’ve never done anything like this to this scale before. It was quite expensive to do, but you have to showcase the product properly.What we’ve done, it’s about embodying what the brand is about. We’re not just saying “here’s a console and here’s great graphics.” WeÂ’re showing how the PS3 is part of a lifestyle thing.

Furthermore, Gray added that they just showed the PlayStation 3 to local media and it will be soon premiering its TV ads. Gray then shared, “We’re just going after people who have this appetite for entertainment. That could be a 15-year-old. It might be a 50-year-old.”

Lastly, the official couldn’t help but comment regarding on one of the PS3’s main competitor, the Wii: “We’re aware of what the competition is doing and we know that Wii is still spending a lot. Wii tends to go for a very product driven campaign, PlayStation tends not to go down that road.”

A couple of weeks ago, it was reported that Ireland is slowly losing its interest in the PlayStation 3 (PS3). A survey was conducted and 82% of the total respondents reasoned that the new console is far too expensive and that they will just opt for either an Xbox 360 or Wii.

Anyway, Sony seems worried as Ireland used to be its turf, especially during the PlayStation 2’s (PS2) heyday. This is most especially evident now that Marea Gray, Sony Ireland Marketing Director, just revealed the marketing strategy they will undertake for the said country: 1.5 million Euro (US$ 1.99 million) for ad campaigns alone in seven weeks. Gray commented,

We’ve never done anything like this to this scale before. It was quite expensive to do, but you have to showcase the product properly.What we’ve done, it’s about embodying what the brand is about. We’re not just saying “here’s a console and here’s great graphics.” WeÂ’re showing how the PS3 is part of a lifestyle thing.

Furthermore, Gray added that they just showed the PlayStation 3 to local media and it will be soon premiering its TV ads. Gray then shared, “We’re just going after people who have this appetite for entertainment. That could be a 15-year-old. It might be a 50-year-old.”

Lastly, the official couldn’t help but comment regarding on one of the PS3’s main competitor, the Wii: “We’re aware of what the competition is doing and we know that Wii is still spending a lot. Wii tends to go for a very product driven campaign, PlayStation tends not to go down that road.”