The target was to promote a commercial like a blockbuster; using blockbuster media for normal brand advertising.

High awareness, recognition and aided recall results in 'Media Observer'. Recognition und Recall, reveal a great increase, the advertising effect of the campaign was huge. Over all age groups a clear advertising effect can be observed, but young men show the best results. Overall, the results have been clearly better than 'standard' cinema campaigns.

TBWA Berlin developed a special 'movie poster' with the 'Mountain' execution. The cinema visitors saw a movie poster, not an advertising poster.

'The Mountain' appeared to be a blockbuster; cinema visitors stood in front of the cinemas asking, "what is this?" It was no-brand communication; it was movie communication. Later in the performance and on TV, all the visitors saw the 'Mountain' movie. High visibility for the new PlayStation brand.

Commercials in cinemas have to compete against movies and against other advertising. This was the first time that it was possible to promote a commercial like a blockbuster. The new claim, "fun, anyone?" and the 'Mountain'-spot were shown in a completely new way. Cinema is one of the most important leisure activities for the PlayStation target audience. The new way of brand advertising was surprising and innovative. Finally, all visitors to the cinema saw the 42” commercial.

Jürgen Storp, MindShare Germany