Case Studies

PlayStation

04.11.05 Playstation - Building dreams for school kids for the future . . .
SKILLS USED:
Literature Design
Photography
Illustration
Copy writing
Info- architecture
Web design
Animation

Introduction

PlayStation for the last five years have been sponsors of the UEFA Champions
League.  They founded PlayStations School’s Cup as a further extension to
their support to the game.  In partnership with Be Sport they are supplying
kit for schools and giving them a chance to participate in a prestigious cup
competition.  In the first two years they have supplied kit to over 200
schools in the UK and this year they are expanding in France and Germany
with a view to making the initiative Pan-European.



The Brief

Tidal Media were asked by PlayStation to design a brochure and web site introducing and explaining the PSC to journalists. So the design needed to portray the benefits of this initiative to the journalists without coming across as being too much of a flag waving exercise by PlayStation.  We are also responsible for all copy writing.  The two main parts of the initiative being Kit4Schools and PlayStations Schools’ Cup.  The winning finalists from each country are then invited to participate in a competition before watching the Champions League Final live at pitchside.


Solution

The design reflects the upbeat grassroots nature of PlayStations Schools’s
Cup.  The imagery includes references to the pitch and grass and
encapsulates the excitement felt and shown by those kids participating. 
The looking glass effect helps romantisise the real opportunity that has
been given to these kids to get noticed and work towards a future in the
professional game.

The copy has been written to promote the huge benefits that the schools are
getting and how positively the kits and competitions have been received.
Whilst endorsing the PlayStation name the copy doesn’t detract from the main
focus being the benefactors: the schools and kids.  Most of all this is all
about having fun and getting the chance to mix and play with real stars from
the game.


Client Feedback

Tidal embraced this event and all the PR introduction work with innovation &
creativity that really boosted the schools response to entering tournament. The
entries requests for the schools in UK went up 30 % after the new marketing was
released for 2005 - Julie Skinner (PR Manager - Europe)















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