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.
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