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VOXKOM Propuesta Playstation 12-12 (2) VOXKOM
VOXKOM Propuesta Playstation 12-12 (2) VOXKOM
WHY VOXKOM?
10
YEARS 12
In the chilean market.
42BRANDS
YEARS
average
proessional
experience of 05
08
and institutions our executive
currently advised, of
which 39 are
team. YEARS
VOXKOM comunicación estratégica
YEARS
of digital experience.
2
Partners
3
VOXKOM comunicación estratégica Current clients
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Executive commitee
General Manager and General Director of Clients Administration and Finance Manager
Founding Partner
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VOXKOM team
Ermy Araya Julio Bustamante Pamela Sánchez Paulina Schwaner Javiera Lastra Niski Quezada Jaime Liencura Karla Ramírez
Christinne Muñoz Jorge Jiménez Nadinne Carrasco David Romero Félix Mesías
Andrea Cornejo Rodrigo Martínez
Design Analysis
Junior Consultant
VOXKOM comunicación estratégica
Andrés Oyarzún Javier Cornejo Mitzy Mena Pedro Gutiérrez Paola Allendes
Administrative team
Rodrigo Fadic Alex Soto Carlos Pérez
Leydis Ortuño
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VOXKOM comunicación estratégica Experience in Technology and Brandkom
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VOXKOM comunicación estratégica
Why
VOXKOM?
Why VOXKOM?
Why VOXKOM?
We build corporate reputation.
We understand how to harness communications to an organization’s interests and we
seek to strengthen our clients’ corporate reputation constantly. For this, we work in
line with the Reputation Institute’s RepTrak® model, which seeks to identify the
levers of corporate reputation.
Experts in Brandkom
We contribute to the creation of brand image, transforming its attributes into news
events and relevant content for media, which we communicate through multi-platform
360° management.
VOXKOM comunicación estratégica
Why VOXKOM?
Network in the world of journalism
We build transparent and respectful ties with the media. We understand their
routines, editorial lines and interests.
Our close relations with HAVAS guarantee constant update of the media situation:
trends, penetration, uses, scope, etc., all of which must be taken into account in a
dynamic commercial context.
VOXKOM comunicación estratégica
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Why VOXKOM?
Why VOXKOM?
Highly creative team
Our multidisciplinary team, which works collaboratively, generates innovative
proposals and effective solutions for each client.
We are geared to the achievement of qualitative and quantitative results that are
conducive to the long-term sustainability of our clients’ businesses, leveraging state-
of-the-art monitoring carried out by third parties, who vouch for the success and
efficiency of our work.
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VOXKOM comunicación estratégica
COMUNICATION STRATEGY
Previous experience
Festigame
Launch Call of Duty
VOXKOM comunicación estratégica
Success Stories
Objetive´s Work:
• BrandKom Strategy:
✓ The positioning and visibility of the products, ensuring to fully promote and protect the brand reputation.
Actions:
Diffusion that trascend the specialized and traditional media with the launch of a new multiplayer versión of Call of
Duty. We had to send games code to the journalists and provide the conditions for the press to play the game, thus
generating more appearances of the title in the press.
Actions:
Diffusion for specialized media and websites before, during and after Festigame Fanta 2019, with emphasis on the
Playstation stand. During the event, journalists and bloggers had an special space to test the novelties of the brand,
where Virtual Reality (VR) stood out. During the event we maintained a relationship with written media, TV and radio,
VOXKOM comunicación estratégica
Actions:
Diffusion on specialized press and websites of the game. We will send a Beta version to journalist and bloggers
specialized in the game. 14
VOXKOM comunicación estratégica Success Stories
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Success Stories Launch
2018
Launch
2019
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Merchandising experience
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What is happening in
Chile regarding the
launch of
The Last Of Us Part II?
VOXKOM comunicación estratégica
This is the front cover of The Last of Us Part 2 plus the different versions
due for release!
Redgol.cl
Press in Chile
Original launch date: 21 February 2020
https://redgol.cl/gamer/Est
a-es-la-portada-y-las-
versiones-que-saldran-de-
The-Last-Of-Us-Part-2- Fayerwayer
20190924-0063.html https://www.fayerwayer.com/2019/09/the-
last-of-us-part-ii-fecha-lanzamiento/
CNN Chile The release date and long-awaited return of The Last of Us
https://www.cnnchile.com/ Part II is announced
cultura/trailer-the-last-of-
us-2-fecha-
lanzamiento_20190924/
VOXKOM comunicación estratégica
Ellie has a return date: the official launch of "The Last of Us Part II" is announced
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Time and date for Sony's State of Play: All the news
from The Last of Us 2! Press in Chile
Original launch date: 21 February 2020
Publimetro
http://portal.
nexnews.cl/s
howN?valor
=cnya2
VOXKOM comunicación estratégica
Bolavip.com
https://bolavip.com/gamer/Fecha-y-Hora-para-
el-State-of-Play-de-Sony-Habra-novedades-
de-The-Last-of-Us-2-20190923-0151.html
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What happened in Chile
when the launch date for
The Last of Us Part II
changed?
VOXKOM comunicación estratégica
Launch of long-awaited game The Last of Us: Part II is delayed
Press in Chile
New launch date: 29 May 2020
Biobiochile.cl
http://portal.nexn
ews.cl/showN?val
or=ctjo0
Mouse
http://mouse.latercer
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The press today
Launch of The Last of Us Part II
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The press today
Launch of The Last of Us Part II
of success”.
Felipe Ovalle, Journalist and
founder of OhMyGeek!
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The press today
Launch of The Last of Us Part II
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The press today
Launch of The Last of Us Part II
“It’s the perfect way to finish this generation of consoles. The OST
is simply a work of art by Oscar-winner Santaolalla. Graphically, it
gets close the next generation of games and is a solid
demonstration of the levels reached by Naughty Dog studio. I think
it will be a complete success. Without even having played it, I
would nominate it as next year’s GOTY. In my opinion, and as a
judge for The Game Awards, I can safely say that it has all the
ingredients necessary to be ranked among the very best video
games of all time”.
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Vito Martínez,
Host of TV program Yu Win on the Vía X channel .
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VOXKOM proposal
Playstation 2020
VOXKOM comunicación estratégica
One of the biggest video game
launches of the year
- One of the most loved and critically praised games of all
time.
- The most awaited PlayStation exclusive for PS4.
- An empowered female role and protagonist of a complex
and intense plot, which is significant given the current
social context of the country.
- A creative undertaking that will act as a milestone and
guarantee fans an unrivalled experience.
- A gripping story with intensely engaging characters.
- An action and survival game with high amounts of
tension and emotion.
- An unprecedented post-pandemic setting.
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Stakeholder mapping
Regular Clients
Mass media (multi
Specialized Press Future clients
channel media)
- POWER LEVEL +
KOL (journalist,
Third spokesmen Multibrand Clients PS Lovers
actors, gamers)
Sernac (Consumer
Industry Rivals General Clients
National Service)
Suppliers
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Objectives
The Last Of Us Part II
VOXKOM comunicación estratégica
General objective
Position The Last of Us Part II as one of the most
eagerly anticipated PS4 launches in 2020.
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Specific objectives
• Ensure our messages win over the target audience across all available platforms by
means of a 360° communications strategy.
• Generate expectations around the launch in the Chilean market by executing distinct
actions beforehand in support of the launch effort and its impact.
• Keep the specialist press well informed during the different stages of the launch.
• Help the launch reach new audiences by using mass media for diffusion and
emphasizing that The Last of Us Part II is independent of and stands alone from Part I.
VOXKOM comunicación estratégica
• Emphasize the attributes of the new version and adjust them to the current situation in
Chile, taking special care not to glorify or trivialize violence.
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VOXKOM comunicación estratégica
Strategy
The Last Of Us Part II
3. Generate
Strategy 2. Generate a
awareness
Work with influencers
standout and that support us in the
unique positioning three stages of the launch
1. Generate hype Emphasize the and who act as the
Be proactive and content attributes of primary catalyst in
creative in the video game with pushing the social
communicating, new and powerful network angle: raising
anticipating and actions to conquer expectations, launch
prioritizing media other sections of the and continuity, enabling
outlets that enable us to media, thereby us to reach as many
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Strategy
We trust in the Reputation Institute’s RepTrak® model, which seeks to identify the
levers of corporate reputation.
VOXKOM comunicación estratégica
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Action plan
The Last Of Us Part II
VOXKOM comunicación estratégica
Action plan / HYPE PHASE
• Proposal for database of niche journalists and mass media outlets to whom we should
consider sending information prior to the launch and joint review with PlayStation.
• VOXKOM has comprehensive mappings of Tier 1, 2 and 3 media channels, which can
be approached according to the interest of PlayStation.
• Translate or prepare a press release to include in the launch press kit, in order to
VOXKOM comunicación estratégica
garner the approval of and collect feedback on the messages and content published by
the press once the game has been launched.
• Organize and schedule interviews via email or videoconference with Tier 1 journalists,
the Naughty Dog studio, and game director Niel Druckman, with article embargo until
launch day.
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Action plan / HYPE PHASE
• The cinematographic-like imagery of the video game is one of its most praised and
striking aspects, therefore the media will be interested in discussing the graphics with
its designers: Emilia Schatz and Ricky Cambier, with article embargo until launch day.
• Making noise in the media with interviews conducted prior to launch but published post-
launch will generate high levels of expectation among journalists.
• Selecting the influencers, with whom we will also undertake the work of raising
expectations. Generating content related to the upcoming launch to boost excitement
around this major exclusive for PS4.
• Unboxing and other content on which work will be undertaken with influencers will be
VOXKOM comunicación estratégica
• The Digital Department of VOXKOM will compile a social media kit (influencer kit),
for approval by PlayStation, which will be sent to the selected influencers.
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Action plan / HYPE PHASE
Influencer program
- 1st month: One digital campaign with one post and at least 8 stories announcing the
VOXKOM comunicación estratégica
Sergio Lagos
TV host, journalist, Gianluca
father and family man, Chilean trap singer.
appeals to a wide Appeals to a mass
variety of audiences. audience of young
@sergiolagos Millennials and
293K followers Generation Xers
@gianluca____11
147K followers
Joaquín Niemann
Tabatha Pacer
Chilean professional
Feminist gamer, TV
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Action plan / HYPE PHASE
• Given the current social context of
Chile, emotions are particularly
important. Brand perception is
based on these emotions, which are
influenced through rational spheres.
According to our strategic partner,
De lo Emocional…
Reputation Institute, there are seven …a lo Racional
rational aspects that generate
admiration, esteem, respect and
trust for a brand.
VOXKOM comunicación estratégica
TheLastOfUsPartIIChile
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Action plan / HYPE PHASE
• The Argentinean musician Gustavo Santaolalla composed the OST for Part I of the saga,
achieving widespread recognition and success. Already an Oscar winner, the composer is once
again delighting fans with his music.
• If the composer is unavailable, we propose inviting FOJI to join us at the launch event
with press and fans to perform one of their compositions.
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Action plan / LAUNCH PHASE
Launch event for press, fans, KOLs and influencers
• Launch the video game at a cinema. Plan for 100 people and aim to emulate a film
premiere, thereby enabling guests to enjoy the image quality and new technical
components of the video game in the most spectacular fashion.
• The trailer shown must incorporate the differentiating attributes of The Last of Us Part II:
The idea: characters and storyline.
The tone: complex, merciless and intimate.
The execution: transcends a regular video game.
• Upon leaving the cinema, guests will be greeted by life-size photographs of Ellie, Joel and
VOXKOM comunicación estratégica
two additional key characters, which will all highlight the most predominant characteristics
of each personality, having been previously introduced in the trailer.
• Record a podcast using guest opinions about the character of Ellie, following the
screening of the trailer.
Chilean actress will play the part of Ellie and highlight her role in the video game.
• The podcasts will be uploaded to the PlayStation Spotify platforms and the official blog
if it´s active.
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Action plan / CONTINUITY PHASE
• Providing the press with codes or the game itself in order for us to obtain reviews.
• Organize radio interviews with third party spokespersons who encourage people to play
the video game and generate curiosity about it in general.
• Gauge opinions from people who have already heard about the game and publish
related press releases.
• Generate content with influencers to strengthen our social media impact and facilitate
news dissemination: “What does Joaquín Niemann do when he is not playing golf?”.
• Compile data to improve the positioning of The Last of Us Part II as the game of the
VOXKOM comunicación estratégica
year: Number of sales in a given period, global impact of its launch, secrets of the game
that encourage its purchase.
• Breakfast meetings with journalists to address different aspects of the game that have
not been covered in the press: “Women and their role in video games”.
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Action plan / CONTINUITY PHASE
• Perform brand activation actions on the radio with competitions and merchandising gifts
from the game.
• With regards to each and every launch-related action, VOXKOM is able to provide a
comprehensive report, including quantitative and qualitative findings, that will highlight
metrics that can be used to analyse results.
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Example of Google Sheet
Analysis of press
VOXKOM comunicación estratégica
Example of Google Sheet
Analysis of press
VOXKOM comunicación estratégica
GANTT CHART
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KPI´s
The Last Of Us Part II
Our approach of compiling qualitative and quantitative results, which
contribute to the long-term sustainability of the business of our clients, is
leveraged by cutting-edge monitoring tools and executed by third parties
that guarantee the success and efficiency of our management.
• The social media impact will be measured using the tool Brandwatch.
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Team VOXKOM
The Last Of Us Part II
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Playstation PR Team
Gabriele Lothholz
General Manager
Pamela Sánchez
Client Manager
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Pamela Sánchez Jorge Jiménez
Senior Consultant Client Executive
A trained journalist from the Universidad de A trained journalist from the Pontificia Universidad
Santiago de Chile with 11 years of experience Católica de Chile with a certificado académico (a
in communications and 7 years at VOXKOM, Minor degree) in Exact and Natural Sciences.
Pamela is currently in charge of the Brand Jorge has experience of working in the media,
Communications department, brandKom. Her including an internship in the Life, Science and
responsibilities include the design of Technology section at El Mercurio newspaper and
communication plans and communication has collaborated with the Education section of the
same newspaper as well as its web portals. He
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VOXKOM PLAY STATION
www.voxkom.cl
vox@voxkom.cl
Comunicación estratégica
+562 2 7148900
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All the contents of this document (text, figures, lists, graphics, design, diagrams and other graphic and / or audiovisual elements),
whatever their format (paper or electronic), are confidential and the property of VOXKOM. This document includes ideas and information
based on the experience, knowledge and intellectual / creative effort of VOXKOM. For these reasons, this material may not be used,
reproduced, copied, published, transmitted, transformed, marketed or communicated, in whole or in part, neither to third parties nor the
public in general, without the prior written consent of VOXKOM. This presentation is not a contract and does not generate any obligation
for VOXKOM until a final written contract is signed between the parties involved.
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