PSP was highly visible at every point in the viewer’s involvement with the series. Apart from the extensive in-program elements, creative billboards were produced utilizing elements of the 60 sec TVC to forge an even stronger link between the brand and the program. The integration was further extended online, with all clips/content being viewed within a PSP, giveaways, product information, downloads and editorial content.

Position PSP as a cutting edge multi-functional entertainment device and challenge consumer’s perceptions that the PSP was simply a handheld video game machine.

The sponsorship contributed to significantly increase awareness of the PSP’s capabilities outside of gaming.Generated a purchase intent figure of 30% within our target audience.Achieved a sales result of 27,055 in its first week.

Our innovative approach blurred the lines between content creation and sponsorship. Working collaboratively from the early stages of pre-production ensured that the PSP was completely integrated into the overall fabric of the program. The devices were utilised at every opportunity ensuring the PSP was an integral part of every pivotal plot twist and turn in the series. The different functions of the device were incorporated seamlessly into specially created highly specific contestant challenges.

Playstation and “video games” are synonymous. To shift this perception and persuade them that the PSP was a multi-functional entertainment device we had to elevate the PSP out of a “traditional” video games environment, broadening its appeal, while at the same time demonstrating the unique technological benefits in a credible way.

The media solution involved a fully integrated complete series sponsorship with The Mole - The Amazing Game. The strong relevance between PSP and the high-tech nature of the program created the perfect environment to both credibly demonstrate the products features and introduce a new gaming paradigm.