To help launch the Sony PSP (PlayStation Portable) to opinion leaders and influencers in the UK and continental Europe, and associate the brand with creativity and innovation.
The Sony PSP heralded a new era in portable gaming and opened the door to portable entertainment. Our strategy was to link the design values of the PSP with the key benefit of freedom. The PSP took gaming out into the world, so you can play where and when you want. It also brought in a social dimension, giving you the freedom to interact and share. Our strategy was to celebrate these values by bringing together a group of creative minds to develop ideas inspired by the PSP and its values.
Fourteen of Europe’s most interesting and innovative creative minds (from different fields including fine art, architecture, film, graphics, product design) came together to form PSP Design Club, a lab of ideas inspired by the PSP and the key value of freedom. At the launch of Design Club they were given individual PSPs, in advance of the general public, to allow them to familiarise themselves with the product and its possibilities. Over a 10 week period they developed ideas in any medium and also keep us abreast of their thoughts and progress via a specially created website and diary. Finally the fruits of the lab were exhibited ‘live’ at the Victoria Miro Gallery in London, to an invited audience of designers and creative professionals, media, and students and young people. The members of Design Club were also on hand to discuss their work and the creative process.
Feedback from attendees at the PSP Design Club exhibition was very positive, citing the innovative nature of the project, and key values like creativity, freedom and collaboration that also reflected well on the PSP. PR objectives were also met, with positive feedback (and involvement) from key creative and design media. For the Sony PlayStation brand, the PSP needed to be accepted, adopted and advocated by opinion leaders in key fields, and PSP Design Club helped achieve this.
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