Creative Brief: Sony PlayStation (Business & Marketing Essay)

Creative Brief
Name
Institution/ Affiliation
Sony PlayStation
In the current competitive business environment, marketing plays a vital role in the acquisition of new customers, reinforcing a company’s position in the market, and communicating with the target market. An effective campaign is noisy in the marketplace, follows a series of touches with the market, contains an overarching theme, and is delivered through multiple channels (Hasan, 2020). Over the years, Sony PlayStation has engaged in different marketing campaigns through its digital media and traditional platforms to garner product exposure. Although not all marketing campaigns have been successful, most of the campaigns have not only captured the attention of gamers but also viewers across the world.
For instance, whether an individual would view it as inspiring or hounding command, the catchphrase “Greatness Awaits” is hard to avoid in the present life. In reality, it appears on many platforms such as billboards, T-shirts, bags, diaries, Sony PlayStation social media ads across the world. The phrase has promoted Sony’s PlayStation while at the same time helped the company reach many customers in an emotional way (Sony, 2020). In fact, the concept makes the gamers feel good when they play as it offers an intriguing message of adventure and accomplishment through the world of video games with PlayStation. Today, it is seven years since the campaign was launched but still, it continues to lure new customers while strengthening the brand image.
To achieve a competitive edge, this marketing campaign will integrate diverse communication approaches such as public relations, sales promotions, and advertising, to name a few, to essentially deliver influence through precision and consistency across its traditional and digital marketing platforms. The campaign will focus on ensuring that all messaging and communication strategies are customer centered to create more impact. The campaign will seek to move the Sony PlayStation from a “low key” to “high impact” marketing strategy that involves dynamic marketing and promotional strategies that focus not only on gaming but also on innovations that give the company a competitive edge over the competitors.
As an aim of achieving substantial market share, Sony PlayStation will combine external and internal elements in its campaigns. Besides, the campaign will rely on digital media to increase brand recognition as well as sales. For example, marketing PS4 console via Ad spaces in social media such as LinkedIn, Pinterest, Twitter, YouTube, and Facebook will help reach a greater audience conveniently while at the same time giving the brand a global voice. Similarly, the company will engage in comprehensive after-sales services such as assistance in returns, customer help, and product installation to ensure efficacy and convenience. On the other hand, the organization must adopt competitive pricing, product aspects of design, and accessibility and usability to divert customer attention from its competitors.
The primary goal of this campaign is to increase annual sales of Sony’s PlayStation by increasing brand awareness to the general audience, create a greater appeal of...