PLAYSTATION 3 (PS3) went on sale in the Netherlands for the first time on 23 March. Linden & Barbosa were tasked to introduce Sony Computer Entertainment’s new entertainment system to the press and turn the negative attitude towards the PS3 into a positive one.

Months of preparation, brainstorming and consulting led to the final communication strategy, which revolves around the PS3 theme ‘This is Living’. The close collaboration with the advertising and media agency of Sony Computer Entertainment resulted in synergy between the communication resources. The strategy focused on a phased information release on this complex product to the press. After a large-scale online campaign and a press mailing campaign, which drew attention to the main features of the PS3 in seven steps, Spac3 opened its doors.

A design room called Spac3, located in the Media Park of the future in the northern district of Amsterdam, was used to introduce the PS3 to the press for a period of two months. Spac3 was designed as a living room, a place where the PS3 belongs. Linden & Barbosa recommended approaching the various press target groups in a personal and intimate manner, instead of organising a joint press conference.

By segmenting the press, L&B made it possible to adapt the message to each target group and inform the media, taking into account the specific interests of the groups. For the women’s lifestyle press, for instance, the console’s position in the family was empasised, while the focus with the men’s lifestyle press was on the games and technology. Linden & Barbosa was responsible for the overall co-ordination, varying between finding and setting up the location, co-ordination during visits and planning the appointments.

Initiated by Linden & Barbosa, a series of nightly store openings was brought to the attention of both the national and regional media. For each region a specific location was selected where the press could take pictures and capture the response of enthusiastic gamers as they picked up their consoles. This approach had the desired impact. On the night of 22 March, various stores were packed with more than just enthusiastic gamers – the Dutch press also arrived en masse to report the news! Sony Computer Entertainment Benelux’s spokespeople and the various retailers were also present. Linden & Barbosa was on site to facilitate the event.

On 23 and 24 March, the PLAYSTATION 3 release was the news of the day. De Telegraaf, de Volkskrant, NRC (Next), De Pers, NOS Journaal, RTL ontbijtnieuws, Hart van Nederland, RTL Nieuws, and several regional TV channels and newspapers reported on the introduction of the new console. From North to South. From East to West – the PS3 was everywhere. Mission accomplished!

The estimated media value of the PR campaign is € 1 million.