Eleven PR & PlayStation NZ create market-first game launch

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Auckland, June 21: TBWA Group’s PR division Eleven PR and PlayStation NZ have created what they’re calling a market-first exercise programme inspired by the critically acclaimed game title God of War.

PlayStation NZ partnered with actor and founder of the Ludus Magnus Fitness gym, Joe Naufahu, to create an exercise programme inspired by the latest game release on PlayStation4 (PS4TM).

The Unleash your inner Kratos four-week exercise programme is based on protagonist Kratos’ own movements and will assist in preparing players for the action and battles found in God of War for PS4TM.

The multi-faceted programme was brought to life in a series of instructional exercise videos hosted on the PlayStation NZ website (bit.ly/YourInnerKratos) and available to download as a PDF document.

“Unleash Your Inner Kratos is a great example of a culturally connected idea delivering results.”

PlayStation NZ head of marketing Krister Robinson said: “We wanted to promote God of War in a creative and engaging way and the Inner Kratos project achieved that; we were able to produce a programme that was outside the norm and encouraged consumers to be involved.

“Eleven PR’s project management throughout this process reiterated that they are dynamic thinkers and activators.”

Eleven PR MD Angelina Farry said: “We fostered the partnership between PlayStation NZ and Joe Naufahu and helped bring the project to life, with the collaboration resulting in a dynamic and PR-able project that appealed to numerous stakeholders and audiences.”

TBWA Group MD Catherine Harris said: “PlayStation’s Unleash Your Inner Kratos is a great example of a culturally connected idea delivering results.”


Client: Sony Interactive Entertainment NZ
Head of Marketing: Krister Robinson
Product Manager NZ: Ceri John
Product: PlayStation
Campaign Title: Unleash Your Inner Kratos
Talent: Joe Naufahu
Product: Ludus Magnus
Manager: Johnny Gbenda Charles, 6 Talent Management
Managing Director Eleven PR: Angelina Farry
Account Manager: Lauren McCarthy
Director: Mikey Rockwell, Lux Opera
Photographer: Peter Morris, Photoshoot.co.nz
Designer: Luke Tarver, MakeReady

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