Sony PS 4 LaunchA presentation by

Phase 1 Events & Entertainment

Level 1: Mission Brief

› To create an unforgettable launch experience of the Sony PS4

in India

› To highlight the unique features of the PS4 throughout the

event, differentiating it from its predecessors as well as its

competitors in the market

› To create an interactive and engaging experience for invitees,

with technology and innovation being at the forefront of the

event.

Event

Objectives

Level 2: Tactical Plan

1. Pre event Buzz

2. Venue

3. Invite

4. Registration & Press Kit

5. Opening Act

6. Brand Presentation

7. Product Launch

8. Photo Op

9. Product Presentation

Event

Touchpoints

Level 3: The Preview

›To build a hype around the launch we will select two of the top

PS4 gamers in the country/world

›We will create the avatar of these two gamers

›We will put up these avatars on digital platforms and LED

billboards.

›These avatars will have a constant tweet debate topic. They

will be talking about the features of PS4 and the games

available on it etc.

› Their interaction will be treated like the ultimate opinion for

the end user experience of PS4 thus far

Pre - Event

Buzz

Level 4: The Game Begins

The ArenaThe venue at which the event is held is as important as the event itself.

Grand Hyatt

Santacruz

Mumbai

Preferred Option

Taj Lands End

Bandra

Mumbai

Hyatt Regency

Andheri East

Mumbai

The Cheat CodeThe invite aims at giving a sneak peek of the event while focusing on the message

Get Addicted To PS4 Gaming

Invite Opt 1

Chocolate Box

Chocolate Box

The iconic buttons on the controller open to reveal pills in the shape of the symbols

Chocolate Box

The copy speaks about getting addicted to PS4 gaming

“It is hard to understand addiction unless you have experienced it.”

!Take a pill and come experience the addiction. Inviting you to the launch of PlayStation 4 Join us as we step into the game. Date: dd.mm.yy | Time: 0:00am Onwards | Venue: xyz, Mumbai

Invite

Copy

Invite Opt 2

Access Card

Access Card

The access card is the key to entering the event

The QR code on the same leads to the official PS 4 website

**Image For Reference

“It is hard to understand addiction unless you have experienced it.”

!Access the restricted levels and get a high you never experienced before Inviting you to the launch of PlayStation 4 Join us as we step into the game. Date: dd.mm.yy | Time: 0:00am Onwards | Venue: xyz, Mumbai

Invite

Copy

Sign Up Hostesses dressed in futuristic suits will welcome the invitees

At the registration desk, the invitees will be given the press kits.

The press kits will be packaged in a CD case similar to the PS4 game CD’s

The Hostess

Hostesses dressed in futuristic suits will add to the persona of the entire experience

**Image For Reference

Registration Desk

The desk is in the shape of the controller

The backdrop is an in lit unit of the PS logo

Registration Desk

Step InPost registration the invitees will access the event space through a fog screen

As they step through the fog screen they step into a digital world

Entry

Walkway Opt 1

Laser Tunnel

The Laser

The laser tunnel gives the invitees a feel of stepping into the digital world

Walkway Opt 2

Bio metric scanner

The Scanner

The scanner creates the illusion of the gaining restricted access

**Image For Reference

The Graphic User InterfaceOnce the guests enter, the décor will be in shades of black, white, grey and blue to complete the illusion of stepping into the digital world

Layout

This is an overview of the layout of the hall at Grand Hyatt

The back of the seating space is demo zone which is reveled post the launch

The Décor

Each alternate chair has the PS branding on it to ensure maximum visibility to the brand

The Harpist

The music of the harp combined with the effect of the laser adds the finishing touches to the ambience

The SimulationOnce the invitees are seated, the harpist takes leave and a ghost voice makes hygiene announcements

Slowly the lights in the hall dim an the opening act begins

Opening Act Opt 1

LED Dancers

LED Dancers

A troupe of dancers in LED costumes perform an act around getting addicted to the game.

Ref Link: http://goo.gl/LYSR2k

Opening Act Opt 2

LED Graphics

LED Graphics

A unique laser show which creates text with graphics. The text could be around revolutionizing the game and getting addicted

Ref Video: http://goo.gl/eq78N

Opening Act Opt 3

Curtain Raiser Film

AV

The AV follows the timeline of evolution of the brand Play Station. This will help set context for the event.

Lock & LoadPost the grand opening act the emcee come on stage.

The spokesperson for Sony to speak about the brand ‘Play Station.’

He could speak about how play station revolutionized console gaming and continues to challenge itself by constantly evolving

The Game PlayEquipping the invitees with a gist of the brand the spokesperson leaves the stage

A ghost voice announces.

Ladies and Gentlemen the much awaited PS4

Option 1The Launch will be conducted by an AV which showcases the just the expressions of gamers in flickering light.

The frustration, the joy of victory, the concentration or even the deadpan face

The whole film will be edited against English classical music

The final line of the film will be

PS4 Get addicted. Get in The Game

Ref video: http://goo.gl/WUmT

Option 2The AV will be a conversation of 3-4 gamers sitting in coffee shop but speaking only in gaming terms

The final line of the film will be.

PS4 the language of gaming

Ref video: http://goo.gl/UVWVzs

Option 3The AV will be made of scenarios in real life which inspire the game play like motorcycle racing, base jumping, skydiving etc

The script will run along the lines of the experience pure thrill, pure adrenaline, pure sport, pure speed.

The final line will be – experience Pure gaming. PS 4 Get addicted, get in the game

Option 4The launch sequence will be conducted of two gamers coming on stage and stepping into two capsule like installations.

They get their mission briefing from a computer voice as a sound wave comes alive on screen

In their briefing they are given the criteria on which they will be tested

Option 4 Continued…They then disappear from their capsules and appear on screen, they pick up the PS4 controllers on screen and begin playing

As they start the game, the content switches from the gamers to the game play

Suddenly the characters on the game fall and the gamers fall out of the screens perspiring with sweat on their faces

Option 4 Continued…During the game play various features are showcased of the PS4.

The cycle repeats itself as they are given a second mission briefing and they jump into the screen to get into the game.

The final frame of the film will read

Get PS4. Get in the game

The script will undergo refinement basis a final game selection list and more research

Option 5The Launch will be conducted in the form of an interactive film, where 2 gamers on stage are playing the games shown on screen

In the Launch sequence we have 2 gamers battle it out across 3 timed rounds of the games Kill Zone, Drive Club and Knack. !Across the 3 rounds the following features of PS 4 will be highlighted: Play while download Seamless play from PS 4 to PS Vita Social Gaming & other Network Features

The

Script

Overview

The Start

The gamers come from either side of the hall and the pedestals light up

The Start

There is a blinding flash to indicate the screen coming alive

The Start

The screen introduces the gamers to the audience

And the First round is flagged off

Round 1

The Timed rounds begin will the Kill Zone Death Match

The game downloads as the gamers play

Round 1

The Timer in the top right corner indicates the time left before it hits zero

Score

Once the round is over the score is shown to indicate who the winner is

Round 2

The second round showcases the game Drive club

Round 2

As the game progresses the gamer switches to PS Vita and the screen shows a seamless transition

Round 2

As the game progresses the gamer presses the share button and the split screen shows the share & other new social gaming features

Round 2

As the game progresses the gamer presses the share button and the split screen shows the share & other new social gaming features

Round 2

As the game progresses the gamer presses the share button and the split screen shows the share & other new social gaming features

Round 2

As the side screens go on to show the PS 4 app

Score

Post the second round the score is shown

The blue gamer wins as blue is the PS color

Bonus Round

Player 2 plays the bonus round and makes Knack grow in size

The Launch

He then suddenly makes knack switch to stealth mode

As knack disintegrates strobes lights streak across the stage and the blue light on stage comes on

The Launch

The PS logo comes alive on the side screens

The chequred backdrop is lit and the SLT with celebrity gamers bring the PS 4 on stage

The Launch

The stage itself is in the shape of the PS 4 console.

The same is revealed as all the lights on stage come alive for the first time in the evening

Screen GrabWith the product launched. A chequred backdrop lights up at the base of the screen for the press to make this momentous moment a memory

Photo Op

The WalkthroughPost the Photo Op we have the spokesperson from Sony make a detailed presentation about the several other new and enhanced features of the PS 4

The Firing SquadPost the product presentation the floor will be open to the Q&A Session by the Press.

The Demo ZoneOnce the press finishes the Q&A session, the SLT at Sony point an infinity laser at the back of the hall and the experience zone lights up

We will have representatives from Sony present to assist and showcase the various features at each zone

Demo Zone

The entrance to the demo zone is through larger than life in lit installations of the iconic PS symbols

Demo Zone

The entrance to the demo zone is through larger than life in lit installations of the iconic PS symbols

Demo Zone

The Demo Zone is divided into the 3 games used in the launch sequence

Demo Zone

Each game is equipped with 4 controllers and bean bags along with the console and screen so that the experience may be enjoyed comfortably

The Refuel CountersPost the unveil of the demo zone the emcee will announce the Refuel counters to be open. Each dish at the buffet will have Health Bonus Number with it basis it’s nutritional value The bar will have drinks based on various power ups like : Nuke, Force Field, Stealth Mode

The TakeawaysAs the invitees leave we will hand out a small giveaway to each of them. This will be a memorabilia of the event itself

Key Chain

A memorabilia like no other.

A classic customized PS 4 key chain

Option 1

Pen Drive

The Pen Drive can be customized to the shape of the PS4 controller

Option 2

Your ReviewNeha Shungloo

Cell: +91 8867448882