The PlayStation 3's marketing campaign has lost its early "arrogance", claims SCEA marketing man, Peter Dille.
Speaking at the MI6 marketing conference in San Francisco last week, Dille admitted that the PS3's early advertising - which included a baby doll crying - wasn't really the best way to shift a £425 games console.
"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."
Dille candidly explained that Sony's initial PS3 campaign clearly wasn't working, but the company's finally moved on.
"We struggled with our messaging early on to clearly communicate the value proposition of the PlayStation 3," he said. "Now I'd like to think that the best, crispiest messaging in the world really wouldn't have done a whole lot to sell a $600 game machine in a very horrendous economy."
He added: "With our campaign now, we kind of knocked off all those obstacles. The arrogance I think has gone away," Dille said. "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 doesn't take an expert to see that the new 'It Only Does Everything' TV campaign is miles better than the crying baby. Weird crap worked for the PS2, but games consoles aren't solely for 18-30-year-old males anymore.
Sorry Sony, but the arrogance is still there! Dismissing Natal and the Wii, just becasue you have got a new idea doesn't really make me warm towards you.
I have to admit, the advert for the move was pretty amusing though.
So Sony are now saying they've "lost" their arrogance? Lmao what a crock! The only reason I own all 3 consoles is to play the brilliant Exclusive and first party games like UC2 GoW3 and MGS4 but I wish I didn't have too. Sony are very arrogant and if MS hadn't come on the scene they'd be even more so. They had the monopoly and most of the core audience and now they've lost it to a more even share.
Great for the games industry in my opinion that they got took down a peg or two, but I'm afraid they're arrogance still stinks like a four week old corpse. I'm not saying the other execs don't have their moments but sonys stand out the most for me especially "that" E3 with the giant crab and massive price point... Sony have spouted more lies than most politicians put together.
Great for the games industry in my opinion that they got took down a peg or two, but I'm afraid they're arrogance still stinks like a four week old corpse
Erm, just out of curiosity, how do you know what they smell like?!
Sony have spouted more lies than most politicians put together.
Yeah, Sony lie so much. So much worse that say like... "there is no problem with our console!" for 2 years straight while everywhere RROD were being reported and consumers were shafted with a broken 360. How long did it take before they admitted it? Hmm...
A good few months ago the PS3 had a yellow light problem affecting the harddrive and the console working. A little team of electricians on Watchdog solved the (batch?) problem by seperating some circuit flux at some points which had grown to meet, shorting out parts of the circuit (or was it an unfit component?) That would only really happen if it was engineered in, given that flux crystal growth is fairly slow. Sony shied from the problem.
I can't believe I just read the words "The Arrogance has gone away...It doesn't take an expert to see that the new 'It Only Does Everything' TV campaign is miles better than the crying baby."
Thats both surreal and confusing! How can you say "we've lost our arrogance" and follow that up with "It only does everything" and say that that isn't arrogant!?!?! Danger Will Robinson, paradoxies cause me to explode!!!
Fecking mental ads Sony you drove me to microsoft with you strange scottish chicks and trainspotting babys And in case you missed them: http://www.youtube.com/watch?v=gqkNPcUMffU http://www.youtube.com/watch?v=0dpzhMMFk5U&NR=1
That Sony say the arrogance has gone is arrogance itself... surely its for the public to judge when they stop being the arrogant tosspots they've been since the original PlayStation was so sucessful.
You know what i really can't remember those ads so will check them out. Gotta say i liked MSs cradle to the grave ads from the original xbox,bet those made none gamers go what the fcuk?
You know what i really can't remember those ads so will check them out. Gotta say i liked MSs cradle to the grave ads from the original xbox,bet those made none gamers go what the fcuk?
The US ads are actually quite funny. The most recent has a girl talking with "support" from Sony about her boyfriend ignoring her because he's playing GoWIII, and the support guy just ignores her as well (as he's playing GoWIII). Pretty good stuff.
Im sure all the people that posted on Sony blog site about the other OS feature being removed and didnt get 1 reply on that that site would agree with you there
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