Playstation/DC Universe online – Mr Lee, tailor to superheroes and villains

“Mr. Lee´s tailor shop is our most successful launch campaign since I’ve been working at Playstation.” 
Francisco Sayans. Interactive Media Manager, PlayStation

Overview
Sony Computer Entertainment Spain will open on Monday 17 in Madrid to mark the launch of DC Universe Online game, tailoring Mr. Lee, a specialist in tailor made suits for superheroes and supervillains. This will be a very rare establishments where customers can design their own superhero costume with the help of a tailor who specializes in these unusual tasks. As in DC Universe Online, the hotly anticipated Massively Multiplayer Online (MMO) for PlayStation 3 and PC, visitors can make a suit to taste like a character in DC Comics. The outcome will depend on the kind of hero or villain is, the super powers you have and the weapons it will fight the Good or Evil. In the tailor Mr. Lee has been careful to detail to recreate a unique space for which it’s been DC Comics icons as Batman, Flash, Lex Luthor, Joker or Superman to be made. His tailor, Mr. Lee will receive the guests to the 29th of January in Madrid Calle Quiñones 15. Appointment is necessary through the web http://www.sastreriamrlee.com and although the real suit can be purchased on payment, tailoring Mr. Lee offers a unique and free to all visitors, if you need to buy any merchandise.


The campaign
To launch the new PS 3 game, DC Universe Online, in which you can create your own superhero or villain by choosing powers, abilities and, of course, your custom suit, we created a tailor shop that specializes in handcrafting custom suits for heroes and villains. So you can make your suit a reality and can live the same experience as the game in the offline world.
To announce the opening, we spoke directly to the people it mattered to most, from gamers and comic fans to media in general. We catered each type of media and location to capture their attention.

– Direct to special media.
– Flyers on comic stores.
– Posters on games stores.
– Videos on social media.
– Web to book appointments.

Design


To make Mr. Lee’s logo, we needed to express duality, mixing heroes and villains.  And to mix the old fashion and discrete look of a tailor shop with a modern touch of PlayStation. To create the logo we used the PlayStation symbols together with a tailoring icon: needles. And for Mr. Lee’s corporate identity we created a logo that express duality, mixing heroes and villains. So we used the Superman logo shape together with the kriptonite icon.


All posters were created based on artistic printing, a decorative style born in England at the end of the 19th century. Clearly this is is the style Mr. Lee was looking for when he open his shop in 1934.


The Tailor shop´s corporate identity scheme was created based on artistic printing, a decorative style born in England at the end of the 19th century. Using the appropriate typography on each piece.


Mr. Lee´s most special clients had the honour to be portrayed by his assistant after trying on their new suit.


The design and decoration was based on a classic antique English tailor shop, with a serious and discreet look. A unique environment, worthy of receiving such a special clientèle.

The Promotion


A tailor shop that specializes in handcrafting custom suits for heroes and villains. You can make your suit a reality and can live the same experience as the game in the offline world. The engaging experience began deciding whether to be a hero or vallain, fill out a questionnaire, and get measured. The custom suit was first created within the game and then an illustrator drew a sketch and gave it to the client together with an estimate.
While waiting to be attended by Mr. LEE, people could play the game for the first time and get inspired to think about their suits. The Madrid shop was more successful than Gotham city´s. The appointments were all filled in just a few hours and hundreds of suits were ordered. The earn media represented 4000% Return On Investment to the brand. And we are talking about news content, not advertising.

On line

PR Strategy

The tailor shop opened in the very heart of Madrid, within steps of the majority of comic book shops in the city.
Mr. Lee quickly became a top news item appearing in all major Spanish TV channels in prime time.
-10 Foreign Newspapers.
-All major Spanish newspapers.
-Even Florentino Fernandez, the “Connan o Brian” of Spain, did an imitaiton of Mr Lee on his primetime show.
The earn media represented 4,000% Return On Investment to the brand. And we are talking about news content, not advertising.
Once in the tailor shop, the media and the people in general had to decide whether to be a hero or vallain, fill out a questionnaire, and get measured. The custom suit was first created within the game and then an illustrator drew a sketch and gave it to the client together with an estimate.
While waiting to be attended by MR LEE, people could play the game for the first time and get inspired about their suits.
The Madrid shop was more successful than Gotham city´s. The appointments were all filled in just a few hours and hundreds of suits were ordered.
The earn media represented 4,000% Return On Investment to the brand. And we are talking about news content, not advertising.

Advertising Agency: Leo Burnett Iberia
Executive Creative Director: Chacho Puebla
Creative Director: Juan Christman/Juan Sevilla
Art Director: Bruno Nakano/Juan Sevilla
Copywriter: Juan Christmann
Year: 2011


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