Speaking at MI6 advertising conference last week, Dille said that its previous ad campaigns for PlayStation 3, including the white room ads, had perceived the company as “arrogant”.
“We get questions about the white room and the baby ad quite a bit,” said Dille. “That whole campaign was to get people to say ‘What the […]? I need to understand more about what this is.
“That whole campaign was really about power and the power the PS3 has. But what we found was that this whole positioning was a bit intimidating to people. Our research also showed that Sony could be perceived as arrogant.”
But thanks to the its most recent campaign starring Kevin Butler, Dille insists that is no longer the case.
“With our campaign now, we kind of knocked off all those obstacles. The arrogance I think has gone away. We kind of gotten back to our mojo with the sense of humor that people came to know and love with early PlayStation advertising. I think it’s just a more likable connection to the consumer.”
Dille added that you can expect more Butler ads this year, including stuff to promote 3D on PS3 and PlayStation Move.