The outdoor initiative pushing the 'fun' positioning aims to catch shoppers in the city's main business and leisure district during the shopping period between Christmas and Chinese New Year. Lightbox panels at a specially-modified bus shelter have been covered in bubble wrap with a PlayStation 2 icon behind each bubble.
"The PlayStation is all about irresistible fun," said Sony's head of advertising and promotions, Raymond Haw. "We felt this was an interesting and interactive way to deliver that brand essence to consumers."
"Bubblewrap, like the Sony PlayStation, is strangely addictive," said Dinesh Sandhu, McCann Erickson Malaysia group brand director for Sony. He added that other 'out-of-the-box' media activities were in the pipeline .
PlayStation goes for outdoor push with bubblewrap
Bubble wrap has become an integral part of a branding push for Sony PlayStation 2, ahead of the launch of the slimline PS2 and the forthcoming release of the P2P console.