Background
PlayStation was our fake client to get familiar with a concepting technique in which you go from a ‘sleeping’ to a ‘waking’ concept. The sleeping phase is where you research and create a vision and mission. Through awakening, a concept is created. The conceptcarriers translate that concept into a visible concept to make it strong.
Our fake client had a problem: The problem is that players of Horizon Zero Dawn want to buy the Horizon Forbidden West sequel but do not want to buy want to purchase the PS5. The goal is to convince gamers to convince them to also purchase a PS5 to play Horizon Zero Dawn and Horizon Forbidden West.
Target Group
Our target group is a combination of already existing target groups. Namely, the target group of Playstation and the target group of Horizon Forbidden West. It also includes gamers who are not yet playing the game or are playing via another device. So our target audience is broad, for this reason we want to appeal to a specific audience. That will be people between the age of 16-25, that live in the Netherlands and are pursuing an education.
Challenge
The challenge was to create a strong concept that fits PlayStation and our target group. A strong concept is one that responds to the values of the organization and its target audience, combined with the trends and developments that are currently playing out. The values of the organization, Playstation, are found on the website: curiosity, passion, innovation and enthusiasm. The target group has similar core values, but also finds it additionally important to be able to learn from a game and share company, experiences and fun with other gamers. Through a ‘value fit’ these values are put together with trends to create a start for ideas.
Process
With the ‘value fit’ a start of an idea was created and we chose ‘CON(nection)troller’ with the oneliner: “Connect together – Create as one”. We created a strategy within this concept that focuses on events like GamesCon and Comic Con, and social media. Through different concept carriers we ‘awakened’ the concept. My concept carrier is: Press to Plee.
One of the important shared core values of both Playstation and its target audiences is being able to play together with friends and sharing conviviality. The Press to Plee features an interactive toilet door in public restrooms such as the game hall, conventions or cafes. Through the interactive door, two player games can be played with the neighboring restroom, through a controller attached to the door for safety. Think of games such as Pong or Minecraft. There can also choose to explore Horizon Forbidden West. For health, a 4-minute timer is set so you can feel cannot hide in the toilet for too long.
