Almost two years after the PlayStation®Portable launch, we were asked to work on a guerrilla activity to revitalize the product and enlarge the target by using PSP Pink.The objective was to create rumours surrounding the console using a different communication channel rather than the classic advertising one.

The target was young women aged 18-30; university students or young workers in the middle/upper class.

We want ladies to enjoy their PSP. So we created a ‘weapon’ which allows a girl to play in public places without being disturbed by nagging wooers, a fake ‘Wedding&Co. Magazine’ that will keep away even the most besieging guys.

This operation was mainly aimed at generating PR coverage and hence the economic return on investment has not been finalised. Despite this, March’s 2007 sales data registered an increase compared to 2006.