Playstation New Zealand creates market first game launch via TBWA Group’s Eleven

TBWA Group’s Eleven and PlayStation NZ have created a market first exercise programme inspired by the critically acclaimed game title God of War.

PlayStation NZ partnered with actor and founder of the Ludus Magnus Fitness gym, Joe Naufahu, to create an exercise programme inspired by the latest game release on PlayStation.

The “Unleash your inner Kratos” four-week exercise programme is based on protagonist Kratos’ own movements and will assist in preparing players for the action and battles found in God of War for PS4.

The multi-faceted programme was brought to life in a series of instructional exercise videos hosted on the PlayStation NZ website and available to download as a PDF document.

Says Krister Robinson, head of marketing, PlayStation NZ: “We wanted to promote God of War in a creative and engaging way and the Inner Kratos project achieved that; we were able to produce a programme that was outside the norm and encouraged consumers to be involved. Eleven PR’s project management throughout this process reiterated that they are dynamic thinkers and activators.”

Says Angelina Farry, managing director, Eleven: “We fostered the partnership between PlayStation NZ and Joe Naufahu and helped bring the project to life, with the collaboration resulting in a dynamic and PR-able project that appealed to numerous stakeholders and audiences.”

Says Catherine Harris, managing director, TBWA Group: “PlayStation’s ‘Unleash Your Inner Kratos’ is a great example of a culturally connected idea delivering results.”

Client: SONY Interactive Entertainment

Designer: Luke Tarver, MakeReady