I know you have been paying attention to Apple these days, and Nintendo, which has taken advantage of Apple's momentum and its stock price has soared to the point where people doubt their lives. But don’t forget, on September 8, Beijing time, Sony also held a launch conference for its new Play Station 4 product in New York.
At this press conference, Sony launched a new PS4 Pro that supports 4K games and movies; there is also a thinner, lighter and shorter PS4 Slim, which will be sold as a standard version of PS4 in the future. Although there are only two models, it is enough for fans to cry and shout to recharge their faith.
In order to promote PS4, Sony Japan teamed up with the game "Persona 5" to launch a brainwashing song that exploded on the Internet in just 24 hours: "PS4's new price (PS4's new price song by Higuchi Kazuyo)".
The protagonist of the advertisement is Higuchi Kazuyo, a famous female novelist in the Meiji era of Japan. It is said that the figure who is printed on the 5,000 yen note ranks second among the historical figures loved by young Japanese people - the first is Fukuzawa Yukichi printed on the 10,000 yen note. (This is similar all over the world, we also love Grandpa Mao)
At the beginning of the advertisement, Higuchi Kazuyo, who has the Yamato Nadeshiko temperament and modern makeup, sits dignifiedly and elegantly in front of the grand piano, with gentle eyebrows. Suddenly the style of the picture changed and he began to sing passionately: "PlayStation 4, it is 34,980 yen. I am in the box and know nothing about the outside world. I heard everyone's voice: 'It would be great if it was less than 30,000 yen.' It was "Persona 5" that brought me outside, so the new price is actually 29,980 yen!"
The wonderful twist in the style of the chorus makes people feel gratified and happy to listen to it. “29,980 yen, it’s a whole lot cheaper for me (meaning it’s just 5,000 yen cheaper), and even the size has become smaller (meaning PS4 slim is thinner and lighter than the previous generation PS4)! For those of you who are still worried, now you can buy it easily. And Persona 5 will also be released on the same day. (What a packaged marketing)"
At the end of the song, Higuchi Kazuyo sang the core message of the entire advertisement amidst the 5,000 yen bills flying in the air: "Purchase "Persona 5" together with PS4, what are your intentions? "The tone is sincere and undeniable, giving people the illusion that they can afford it for 5,000 yen (equivalent to about 325 yuan) cheaper.
This more than 2-minute advertisement actually only said two things: the price of the PS4 standard version has been reduced; and "Persona 5" will be released on the same day as the latest PS4 slim. (Click the link to experiencethis advertisement)
However, this popular video also has many flaws. For example, the chorus part is surprisingly similar to the song style of "Let it Go" in Disney's classic animated film "Frozen"; some Japanese netizens pointed out that the entire advertisement is a spoof of the MV of Japanese singer-songwriter Angela Aki's classic song "Toilet Paper ~Throw Kai fifteenのyouへ".
The bigger drawback is that prices below 30,000 yen basically only exist in advertisements. 29,980 yen (equivalent to RMB 1,950) is only the price for a 500GB hard drive capacity. The 1TB PS4 Slim is still priced at 34,980 yen; and the new price does not include Japan’s 8% consumption tax (the price of a console after tax is still more than 30,000 yen).
But these shortcomings do not affect people's enthusiasm for PS4. There are still a considerable number of users who say they have been put off by the new pricing, and they have to buy a new PS4 even if they are trying to sell their products.
Sony seems to be particularly keen on catering to netizens this year with its magical advertising songs. As early as January, PS4 collaborated with Japanese rapper Tofubeats to release an advertising song "タイトルZOKUZOKU2016" that you can't stop listening to. The advertisement focuses on new PS4 games that will be released in 2016, such as "Dragon Quest: Builders", "Street Fighter 5", "Attack on Titan", "Dark Souls 3", etc.wait.
Three months later, taking advantage of the momentum, they teamed up with Akihabara busty idol Moka Moka, a member of the "Denpa Group", and Tofubeats, who collaborated for the second time, to launch the second piece of magical rap "DON! DON! DON’T STOP LINEUP!", which caused quite a stir in the game nerd circle. (Click the link to feel the magical rhythm)
And Sony’s ambitions go far beyond attracting Japan’s game nerds. Sony, which is good at emotional marketing, has consistently conveyed the concept of "There is nothing wrong with loving to play games. There is a golden house in the game, and there is a beauty in the game" in its advertisements.
For example, in 2014, Sony launched a sincere and moving inspirational advertisement "A Possibility of Share" for the newly launched game sharing (Share Play) function, expressing the sentiment that "the world is connected because of games", which made many netizens cry.
The advertisement tells the story of an ordinary girl who was frustrated and hit a wall in her job search. When she was rejected by her favorite company again, she accidentally started playing the FPS game "Destiny" that her brother shared with her. She has been clumsy since she was a child, but unexpectedly found that she was particularly good at shooting games. One day, she uploaded the live video of the game to YouTube through the sharing function. As a result, she became famous on the Internet because of her precise shooting skills and extremely fast hand speed. She even became famous on the other side of the ocean in the United States and Europe, and reached the pinnacle of her life (in the game). At this time, the girl who successfully passed the interview and was accepted by a certain company finally found the path she wanted to take - to be a live host (without working).
The entire advertisement exaggerates the strong love between brother and sister, and the values of the world becoming closer and more peaceful because of games. At first glance, it is passionate and touching: You see, even if you are such a loser in reality, you can bravely go on another road. If the reality is not what you want, why not... give it a try and play games!
In 2015, Sony used Japanese-style cold humor again and invited the famous actor Takayuki Yamada to star in a series of PS4 commercials: "I just want to play games, but I don't want to go to work" series (wrong). In the advertisement, Takayuki Yamada was too addicted to "Dragon Quest: Heroes 2" and "Batman: Arkham Knight" on PS4.Waiting for the game, cosplaying Batman in an izakaya, kneeling down with my agent and telling me to cancel my work schedule, pretending that my phone is not online... in short - I just want to stay at home and play games.
At the end of the advertisement, Sony confidently typed out a line of text, "Thank you so much for everyone who loves the game so much." It is so well-founded and convincing that Japanese office workers who are struggling in reality can empathize and feel sad. I really want Ge You to lie at home and play games every day...
Sony, which plays a big role in emotional marketing to attract potential consumers such as office workers and students, has indeed achieved considerable sales of PS4 in the past few years. According to data released by Sony earlier this year, as of January 3, PS4 has sold more than 35 million units worldwide; sales during the 2015 Christmas season were 5.7 million consoles, compared with 4.1 million units during the 2014 Christmas season, a year-on-year increase of 39%. In comparison, Microsoft's Xbox results are not that good: According to reports from Forbes and GeekWire, not only did Microsoft no longer announce console sales for Xbox One and Xbox 360, but by the end of 2015, Xbox console sales had only stopped at 20 million units.
Sony, which plans to achieve 20 million new unit sales in fiscal year 2016, is so vigorously promoting the new pricing of PS4 this year, probably because it wants to include consumer groups with lower budgets.
However, although the price of the console is less than 30,000 yen, you need to buy a controller if you buy the console, and you have to buy at least ten game discs. Now that the new version of PS4 supports VR, it’s better to buy another Play Station VR and try it. Oh, and it also has to be equipped with a 4K TV. What? PS4 doesn’t support 4K? Then you might as well add some money and get a PS4 pro.
After going back and forth like this, dozens of Higuchi leaves were spent...
Sony Dafa is good, but you need to be careful when joining the religion.
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