Amplify launch PlayStation Vita...
Amplify were challenged to bring the PlayStation Vita hardware to life and make gamers feel part of the PS journey.
New hardware is always an exciting release for gaming fans, but some were missing out the key features that PS Vita offered. We needed to educate and excite in equal measure.
Create a space where gaming fans and media alike could get to grips with new technology… and learn a little something new.
European + UK Tour
PlayStation wanted an exciting, versatile space for the major European media preview of the PlayStation Vita, headed up by the senior vice president of Worldwide Studios Europe, Michael Denny. The venue was flexible enough to allow both the media and the public to experience the console hands-on.
After the European launch, it was time to take the product to the UK consumers. We placed the product at the heart of the community, as the PlayStation Vita Rooms popped up in prime high street locations in London, Manchester and Glasgow. Stores hosted media and celebrity previews, retail training, in-store gigs featuring the likes of Radio 1 DJ Chris Moyles and artist Tinchy Stryder as well as exclusive gaming nights for the PlayStation Access community.
RetailFollowing the success of our European and UK launches, PlayStation briefed Amplify to focus retail stores across the UK. We excited and educated staff and consumers alike working alongside PlayStation to scheduled over 500 days in 250 stores, with retail partners ranging from department stores (e.g. John Lewis) to gaming specialists (e.g. HMV / Game), as well as independents.