Client: Sony Playstation
Event Type: Product Launch
Venue: Private Residence, Sydney

The Event
SENSE teamed up with PlayStation®3 to launch the latest in home entertainment - the new slimline PS3. The unique press conference event was held over two days held at a private residence in Sydney. The event celebrated the arrival of two key milestones in the ongoing development of the PlayStation®3 system's multimedia capabilities now including PlayTV and ABC's iView service.

The event was attended by media and celebrities, including TV personality Grant Denyer, Video Hits presenter Fuzzy, Packed to the Rafters George Houvardas and acclaimed director of Cedar Boys Serhat Caradee.

The Idea
The event concept was aimed at placing the new slimline PlayStation®3 with Play at the ‘heart of the home’. Now much more than just a gaming console, the new PlayStation®3 can stop, pause & rewind live television as well as browse the internet, download music and more.

SENSE designed and produced the event from the ground up including stripping the house right back to a blank canvas. The house was then fitted out with designer furniture, artwork, faux walls and colourful furnishings to bring the PlayStation®3 brand to life. 

Success
PlayStation®3 experienced the largest growth in the industry in hardware unit sales for 2009. The PS3 saw an additional 318,000 consoles installed in Australian homes throughout 2009, the total install base up to 770,000 units.

Approximately 30% of all PS3s were installed since Sony released its new slimmer and cheaper unit at this PlayStation®3 launch event.

Services
Creative Strategy
Audio Visual Management
Technology Intergration
Theming/Styling
Set Design and Build
Food & Beverage Management
Graphic Design
Onsite Management