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Appartement 4
Amplify create the first ever pop-up members’ club in Paris for PlayStation...
Challenge
Amplify were challenged to launch PlayStation’s PS4 in Paris, with a twist of sophistication.
Insight
There had been mixed messages about the hardware, but we knew once people started playing the new features on the console would be easily grasped and excitedly reviewed.
Strategy
Bring together media, key influencers and partners to test the PS4, PlayStation’s next gen console, within a unique and sophisticated environment ahead of it’s launch.
Appartement 4
Our response; a pop-up member’s club. A media area with style. A social space for guests and influencers, and a focal point for the PS4. A space to meet, play, relax, discover, get hands on, have fun and be entertained. Ahead of the opening, guests were sent a members pack containing a personalised invitation and a stylish branded member's card, enabling them to visit at anytime.
Appartement 4 opened its doors in the heart of Le Marais, Paris’ most trendy arrondissement. We Are PlayStation members were given exclusive access on the first Saturday. At night, the space was taken over by PlayStation’s key sponsors and partners, transforming it into a buzzing after-work cocktail venue.
500
journalists and other key influencers reached
Key launch titles:
Drive Club, Knack, Assassin's Creed IV, FIFA 14 and more