Size Matters
Sony Computer Entertainment
Issue 4 | July 2008
Agency
TEQUILAAuckland in association with TBWAPR
Creative Team
Tamryn Baumgarten - Art Director;Miho Tanaka - Copywriter;Kim Pick - Copywriter/Head of Copy;Wayne Pick - Creative Director
Production Team
Sheriden Derby - Production Manager
Other Credits
Paul Gunn - PR Consultant;Clare Sweeney - Product Manager
Date
May - June 2007
Background
Sony Playstation wanted to launch the all-new Ratchet & Clank: Size Matters exclusively, and for the first time ever, on PSP (Playstation® Portable). Playstation wanted to talk to technology and gaming writers, along with influential TV and radio presenters, to get them reviewing, chatting and excited about the New Zealand launch.
Idea
Technology and gaming writers and media commentators are used to receiving a steady flow of news about ‘biggest and best ever’ releases. So instead, the agency made Ratchet & Clank: Size Matters the smallest release of 2007. Just as if it had been hit by the game’s star new weapon, the size-altering Shrink Ray, the courier pack was created in miniature. The actual size wall poster inside measured 4.5cm by 6.5cm. And the covering letter was so small, it needed to be read by a magnifying glass. A miniature magnifying glass was enclosed for that purpose, along with the game itself on a UMD (Universal Media Disc).
Results
The smallest release was a huge hit. The game received six times the expected coverage, and the media target not only raved about the game, they also gave coverage to the mail piece. 80% of hit radio stations mailed on the first day gave it instant live airtime - including a five-minute live segment on top rated show Classic Hits. TV and national press also gave it enthusiastic coverage. In fact, the youth favourite TV channel C4 arranged for the delivery of the mini-mailer to be re-enacted, so that they could capture it live on air in a 4-minute segment. Rachet & Clank: Size Matters instantly became the top-selling game in New Zealand - prior to any other advertising.
Target Audience
Technology and gaming journalists and media commentators all around New Zealand
Size
80+ packs
Our Thoughts
There have been a lot of teeny-weeny mailings lately. Olympus even did a microscopic mailing for, strangely enough, their microscopes. So I was prepared to be jaundiced about this but, in fairness, the game is called Ratchet & Clank: Size Matters. And at the heart of it is the amazing Shrink Ray. So I can put away my prejudices for a while and commend an idea that is salient from start to finish.