PLAYSTATION / FEEL LIKE A WINNER
Sometimes you can win the race for attention in the parking lot…
Read on or watch the Case Study here >
Prior to the upcoming launch of the latest edition of the legendary racing game Gran Turismo 5
"The Real Driving Simulator", PlayStation wanted to create buzz within the gaming community
at the place where all gaming enthusiasts gather once a year: the Gamescom in Cologne - the
world's largest fair for computer games.
/ While most brands fight for attention in the clutter of the fair halls and spam the area with key
rings, plastic bags and stickers, we went to a place where we had the visitors undivided attention:
the parking lot. /
/ With Gran Turismo "The Real Driving Simulator" everyone can feel like a winner. In order to let
the audience experience the real race drivers feeling of victory we celebrated them like real winners.
We sent out teams of typical Grid Girls equipped with champagne, victory wreaths and trophies
as well as instant cameras to capture the moment. /
/ The Grid Girls posed around the regular cars and took pictures of them. And by placing a little
“Feel like a winner” sticker on the photo and sticking it under the windscreen wiper, the girls left every driver with a nice gift that was unique and customized. /
/ After the commercial-overdose at the convention, we were the last people that connected with the audience where they least expected it and gave them something entertaining and true to the gaming experience. /
/ 3 days of Gamescom and our Grid Girls had given more than 1.800 convention visitors the chance to experience the real winners feeling. But furthermore, the enthusiasts uploaded their pictures to gaming communities, blogs and social networks, from where they quickly found their way into articles of the gaming press. /
See a collection of the GT5 Grid Girls on Flickr. And some online press here, here and here.
Sometimes you can win the race for attention in the parking lot…
Read on or watch the Case Study here >
Prior to the upcoming launch of the latest edition of the legendary racing game Gran Turismo 5
"The Real Driving Simulator", PlayStation wanted to create buzz within the gaming community
at the place where all gaming enthusiasts gather once a year: the Gamescom in Cologne - the
world's largest fair for computer games.
/ While most brands fight for attention in the clutter of the fair halls and spam the area with key
rings, plastic bags and stickers, we went to a place where we had the visitors undivided attention:
the parking lot. /
/ With Gran Turismo "The Real Driving Simulator" everyone can feel like a winner. In order to let
the audience experience the real race drivers feeling of victory we celebrated them like real winners.
We sent out teams of typical Grid Girls equipped with champagne, victory wreaths and trophies
as well as instant cameras to capture the moment. /
/ The Grid Girls posed around the regular cars and took pictures of them. And by placing a little
“Feel like a winner” sticker on the photo and sticking it under the windscreen wiper, the girls left every driver with a nice gift that was unique and customized. /
/ After the commercial-overdose at the convention, we were the last people that connected with the audience where they least expected it and gave them something entertaining and true to the gaming experience. /
/ 3 days of Gamescom and our Grid Girls had given more than 1.800 convention visitors the chance to experience the real winners feeling. But furthermore, the enthusiasts uploaded their pictures to gaming communities, blogs and social networks, from where they quickly found their way into articles of the gaming press. /
See a collection of the GT5 Grid Girls on Flickr. And some online press here, here and here.