Dreamcast ?Play Online? Campaign To Rocket Sales.
From 9th June, ChuChu Rocket!, Sega Europe?s first on-line game will be available free to all Dreamcast gamers. To highlight the arrival of online gaming* to Europe?s fastest selling games console, Dreamcast is launching a brand new £5 million Pan-European advertising campaign. This encompasses television, print, poster and ambient media.
With a light-hearted look at European rivalry, there are two TV scenarios: the French challenging the ?roastbeefs? and the German?s boasting about their strong economy. Not known to resist a challenge, characters from France, Germany UK and Spain take up the challenges from their European neighbours and unite online.
Due to air when Euro 2000 will be at an all time high, Dreamcast is making the most of the huge audience figures expected for the televised matches and has bought prime positions within the half time advertising breaks of the England games plus France v Holland.
Created by advertising agency Bartle Bogle Hegarty, the 30 second commercials will be shown during the half time commercial breaks of the live matches and during the televised highlights. The campaign breaks 10th June.
National press advertising follows the same theme, showing the French, Germans, Spanish and English challenging each other to play online.
Sega UK Marketing Director Alison Turner says: "Online gaming is now here, and we intend to tell people about it. The creative route plays on the different nations heritages in a fun way that will make European Dreamcasters challenge each other online."
In addition to the online game ChuChu Rocket! (launching 9 June) , the advertising co-incides with the launch of Sega originated titles Zombie Revenge (9 June), Ecco The Dolphin (16 June) and NHL2K (7 July).
The television commercials will be on-air for three weeks.