Sony PSP The 2005 launch of the PlayStation® Portable - Sony Computer Entertainment's first foray into the world of handheld entertainment devices - allowed us to take the experience 'mobile' and as such was not confined by space or geography. Our brand vision was to achieve iconic design and style association for the PSP; bringing new audiences to the product by highlighting the mobility, beauty, desire and freedom of the device. This required not only a comprehensive conventional product PR launch campaign but also a sophisticated word-of-mouth campaign, created by implicit and explicit endorsers from key influential cultural groups in the Music, Media, Design, Technology, Fashion, Education & Film sectors. The outcome was 11 collaborative projects, which led to 255 press articles, reaching 62% of the target market in the UK 5 times on average and a European SABRE Award for Best Consumer Technology PR Campaign. Sony PlayStation 2 It's hard to sum up all the work that we’ve done with Sony Computer Entertainment over the last 8 and jam pack it into a couple of paragraphs, but we’ll have fun trying. The campaigns were all so varied in content and our approach depended on when they took place in the brand lifecycle. So, for example, when the PlayStation was the console of choice of the hardcore gamer in the early days, our PR activity had a darker more exclusive image, and then, as it became the generic gaming and entertainment console of the masses, we had to make the PlayStation brand appear a brighter, more inclusive and accessible brand which seduced families and casual gamers, whilst still resonating with the underground, cultural and urban communities. JCPR launched PlayStation2 (voted by PR Week as one of The Top 20 PR Campaigns of All Time) and all of Sony’s award-winning first party games titles including SingStar, EyeToy and Buzz, but also built campaigns which created an emotional connection with the PlayStation brand through unconventional event sponsorships. These included the B-Boy Championships, Twice as Nice Club nights, The Clerkenwell Literary Festival, The PlayStation Skatepark, Drag Car Racing, the Will & Testament Art Project (by artists over the age 70). The list goes on... see the full case study for more details. O2 So much has been said and written about O2, that it's hard to know how to capture three years of using PR to completely re-engineer a brand, into one short snapshot of copy. A few testimonials, however, say it well. "The O2 resurgence", wrote the Evening Standard's City Editor Anthony Hilton in 2004, "is all down to great PR". "Now, it's almost as though BT Cellnet never happened" added Will Harris, O2's launch VP of Marketing. The JCPR campaign for O2 was all about Influence and all about building a properly-rooted culture around a brand. Our work with the Gay Community and the Asian Community was award-winning but, more importantly, it broke genuinely new ground and directly impacted sales. Our work on the Teach Your Mum to Text campaign was seminal in other ways (with a proud commitment to Social Responsibility), as was our amplification of O2's sponsorship of England Rugby and that victory parade through the streets of Central London. We helped O2 own Music in the mobile space and, unfortunately for anyone who's not a Gooner, helped them massively with their sponsorship of Arsenal, too. We helped make not only their brand famous, but their products and their people famous also. We are immensely proud of our work on O2 and have a huge armoury of facts and figures to demonstrate just how far PR can and should influence the positioning, profile and resonance of a consumer brand.