Sony has created a campaign in Singapore to promote the launch of its game Gran Turismo 7 (GT7).
The campaign, created by DDB together with Axis Group Asia and Autobahn Motors, sees Sony turn a life-size vending machine in the ABM Ten Square building in Singapore into 20 floors of the supercars from the GT7 game.
The cars can be selected and brought down via a special lift system to test drive in the game.
In addition, as part of the campaign, there will also be a series of online videos with footage features of the supercar vending machine and a simulated GT café featuring local gaming and racing influencers, Bobby Tonelli and Claire Jedrek.
They share ideas on cars, racing, and GT7, together with other well-known motorsport personalities from across the Asia Pacific region.
“We are very proud of this campaign as this is a great testament of our global marketing effort where the game’s core themes and global direction are adapted to local activation featuring unique landmark in Singapore, as well as local motorsport personalities,” said Katsuhiko Murase, head of Asia business operations at Sony Interactive Entertainment.
Sony Interactive Entertainment
Head of Asia Business Operations, Sony Interactive Entertainment: Katsuhiko Murase
Asia Marketing Lead: Jacqueline Chiu
Asia Marketing team: Fran Tsai, Jessie Chan, Janice Yang, Ian Purnomo, Clive Chan, Ng KahFa, Mandy Ng, Keene Ng, Nigel Lee, Derrick Sotingco, Disorn Pantonglaptavee, Kamila Qurratuaini
Axis Group Asia Pte Ltd
Founder: Jeremy Tan
Producer: Eden Cai
Technical Director: Goh Giap Cheong
Project Team: Selina Liew, Edwina Fong and Mabel Tng
ABM Ten Square building
Co-owner: Gary Hong
ABM Team: Jack Hong, Henry Hong, Tommy Hong, Krez Hong, Shane Fong, Mah Min, Chen Jian
DDB Group Hong Kong
Chief Business Officer: Leo Tsui
Co-head of DDB FTW HK: Felix Fong
Account Management: Hayden Leung, Ronna Tse
Creative: Marco Lam, Tung Lam, Ernest Tsang
DDB Motion (Content Production Unit): Jacie Tan, Angelos Lau, KaChun Li, Kinson Ki, Ben Choi
Director and Producer in Singapore: Gavril Hing, Daniaal Adam