VOXKOM Propuesta Playstation 12-12 (2) VOXKOM

VOXKOM PLAYSTATION
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
permanent clients. average time our

clients stay with us.
YEARS
of digital experience.
2
Partners
Partners Market research

Lobbying Media
In order to address the challenges
of our clients, we have created a
network with important reputed
companies in ever more specific
sectors. Corporate reputation tracking Community relations
3
VOXKOM comunicación estratégica Current clients
4
Executive commitee
Gabriele Lothholz Luz María Aguirre Jorge de la Fuente

General Manager and General Director of Clients Administration and Finance Manager
Founding Partner
5
VOXKOM team
Senior Consultant Corporate Strategy Communications, Internal Communications

and digital executives
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
Andrés Oyarzún Javier Cornejo Mitzy Mena Pedro Gutiérrez Paola Allendes
Administrative team
Rodrigo Fadic Alex Soto Carlos Pérez
Leydis Ortuño
6
VOXKOM comunicación estratégica Experience in Technology and Brandkom
7
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.
Conceptualization of events with impact

Our experience in Brandkom reinforced our capacity to create concepts for brand
events that generate value through the experience and good results: attractiveness,
implementation, impact. Our clients trust our ability to create perfect merchandising
aligned with the value of the brand.
9
Why VOXKOM?
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.
An ally in containing a crisis

We have a team with extensive experience in crisis management, well-connected
and available 24/7.
10
Why VOXKOM?
Why VOXKOM?
Highly creative team
Our multidisciplinary team, which works collaboratively, generates innovative
proposals and effective solutions for each client.
Close and active communication

We stand out for our capacity to listen to our clients, accompany them and
understand their needs, motivations and ambitions, taking into account the context in
which they operate.
Geared to sustainable results

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.
11
COMUNICATION STRATEGY
Previous experience
Festigame
Launch Call of Duty
Success Stories
Objetive´s Work:
• BrandKom Strategy:
✓ The positioning and visibility of the products, ensuring to fully promote and protect the brand reputation.
❑ Launch of Call of Duty Black Ops, 4 October 2018
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.
❑ Festigame, August 2019
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,
as well as streaming for the RRSS of specialized blogs.
❑ Launch of Call of Duty Modern Warfare, September 2019
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
15
Success Stories Launch
2018
Launch
2019
16
Merchandising experience
VOXKOM has proven ability of

crating, managing, producing and
delivering merchandize and other
products detonated for press-kits
and other activations
This is an example of the

merchandising for the journalist
breakfast in the Playstation stand
of Festigame 2018 version.
17
What is happening in
Chile regarding the
launch of
The Last Of Us Part II?
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/
Ellie has a return date: the official launch of "The Last of Us Part II" is announced
19
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
"The Last of Us Part II" has a launch date
Publimetro
http://portal.
nexnews.cl/s
howN?valor
=cnya2
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
20
What happened in Chile
when the launch date for
The Last of Us Part II
changed?
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
The Last of Us part two will arrive next May

a.com/last-us-part-ii-
llegaria-comienzos- Fayerwayer
del-2020/ https://www.fayerwayer.com/2019/10/the-last-of-us-
parte-dos/
The Last of Us Part II could arrive in early 2020

22
What are current press
expectations, now that a
final launch date has been
confirmed?
The press today
Launch of The Last of Us Part II
VOXKOM carried out a survey with the

the most important journalists and
referents in the gamer national world and
asked about their expectations of the
launch of The Last Of Us Part II.
24
The press today
“What am I expecting? Probably

the game of the year”.
Alejandro Alaluf,
Journalist, technology and
video game expert.
“Uhh honestly, a great deal, especially

given all the hype and the time it’s taken
for the launch to come about. I hope it's
an adventure as complex as the first

one and with a full-on story. Hopefully it
will be the final chapter in the saga”.
Tabatha Pacer,
Gamer and host of ETC TV.
25
The press today
“I’ve really tried to avoid the

spoilers as much as possible. The
more things you watch, the more
likely you are to ruin everything”.
Dylantero,YouTuber.
“Honestly I’m not expecting anything.

Just that it goes well and enjoys lots
of success”.
Felipe Ovalle, Journalist and
founder of OhMyGeek!
26
The press today
“A brilliant game that

everyone has been waiting
for, it will undoubtedly
excite all PlayStation fans”.
Vale Ortega,
Face of Movistar and host
of TV program Yu Win on
the Vía X channel.
“I didn’t play Part I much, so
I’m not really expecting
anything from Part II. I didn’t
have time to devote to it and

that’s why I don’t have any
real expectations”.
Hugo Morales,
La Segunda
27
The press today
“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”.
Vito Martínez,
Host of TV program Yu Win on the Vía X channel .
28
VOXKOM proposal
Playstation 2020
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.
30
Stakeholder mapping
Keep satisfied Key Stakeholders
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
Keep them monitored Keep informed

- LEVEL OF INTEREST +
31
Objectives
The Last Of Us Part II
General objective
Position The Last of Us Part II as one of the most
eagerly anticipated PS4 launches in 2020.
33
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.
• 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.
34
Strategy
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
have an impact on reaching new audiences as possible

video game fans. audiences. with each profile.
36
Strategy
We trust in the Reputation Institute’s RepTrak® model, which seeks to identify the
levers of corporate reputation.
37
Action plan
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.
• Send a Save the Date invitation to generate expectations, followed by a confirmatory

invitation the day of the launch, 29 May 2020, in light of the original launch being
pushed back from February.
• Translate or prepare a press release to include in the launch press kit, in order to
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.
39
• 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
key to generating expectations, according to what is available at the time.
• 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.
40
Influencer program
We will investigate if selected influencers own a PS4 console:
- If they have, we will offer them new controls for PS4.

- The game The Last Of Us I, and as an exclusive, The Last Of Us Part II.
- Other games, which allow them the PS4 experience.
All the above in exchange for :
- 1st month: One digital campaign with one post and at least 8 stories announcing the
launch of The Last Of Us Part II.
- 2nd month: #TheLastOfUsPartIIchallenge

Each influencer challenges a friend (power girl friend) to meet Ellie and personify the
protagonist of the story and upload a picture or a video to her Instagram account,
showing “Ellie in action”.
41
Influencer suggestions: diverse and cross-cutting profiles
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
golfer, ranked world

host, YouTuber.
no.1 amateur. Appeals
Appeals to video game
to a younger, more
fans and experts.
affluent audience.
@tabathapacer
@joaco_niemann
130K followers
77.5K followers
42
• 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.
• Our launch proposal aims to spark Emotional Dimension Rational Dimension

emotions, using rational arguments
to invite people to experience the
launch of The Last of Us Part II and,
in the process, awaken their
curiosity.
43
TheLastOfUsPartIIChile
44
• 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.
• Given his standing, we propose to

invite Gustavo Santaolalla to perform
a concert in conjunction with the
Fundación de Orquestas Juveniles e
Infantiles de Chile (FOJI) or a similar
youth band, in a public space to
create an urban intervention with a
real impact: a viral activation that
generates organic information sharing

among the public and which will @GUSTAVOSANTAOLALLA
impact positively on the action. 93, 6k followers
• For the viral activation we

propose TheLastOfUsPartIIChile
45
Fundación Orquestas Juveniles, FOJI:
The Youth Orchestras Foundation is a State-funded
body that provides development opportunities to
children and young people in Chile through music. It
forms part of the Dirección Sociocultural de la
Presidencia de la República (Sociocultural
Directorate of the Presidency of the Republic).
• If the composer is unavailable or sufficient budget is lacking, we propose a press trip
for Tier 1 journalists to travel to interview him and learn about the inspiration behind the
soundtrack of the video game.
• 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.
47
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
two additional key characters, which will all highlight the most predominant characteristics
of each personality, having been previously introduced in the trailer.
• Viral activation is generated with #TheLastOfUsPartIIChile in physical form so that guests

can take pictures with their favourite characters and share them on social media.
48
Action plan / LAUNCH PHASE
• While the viral activation is taking place, FOJI are performing live in the background
and guests are invited to enjoy a celebratory cocktail.
• Merchandising gifts related to the saga are handed out to guests:

For journalists: a press kit in a The Last of Us Part II bag with cap and sweatshirt.
For other guests: a saga-related hip bag.
• Record a podcast using guest opinions about the character of Ellie, following the
screening of the trailer.
• In addition, we propose to evaluate the recording of a podcast in which a famous

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.
49
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
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”.
50
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.
51
Example of Google Sheet
Analysis of press
Example of Google Sheet
Analysis of press
GANTT CHART
54
Gantt chart 2020
55
Gantt chart 2020
56
Gantt chart 2020
57
KPI´s
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.
• Not including the launch event, we aim to generate an Ad value greater

than US$40.000 in the traditional press, specialist press and digital media
for the launch of The Last of Us Part II.
• The potential reach of the communication strategy (excluding the launch

event) should be around 30 million contacts.
• The social media impact will be measured using the tool Brandwatch.
58
Team VOXKOM
59
Playstation PR Team
Gabriele Lothholz
General Manager
Pamela Sánchez
Client Manager
Jorge Jiménez Pedro Gutiérrez

Client’s Executive Head of Analysis
and Documentation
Gabriele Lothholz
General Manager and Founding Partner
European Business Administration, Middlesex University,

London, UK – Universität Reutlingen, Germany.
Master in Corporate Communications, Universidad de
Barcelona, Spain.
Master in Applied Philosophy, Universidad de Los Andes,
Chile.
Manager of Corporate Affairs, Cencosud S.A. for 4 years.

Development of the Corporate Affairs Area of Cencosud.
Personal adviser to the president of the company.
L’Oréal S.A. in Germany, Malaysia and the Philippines in
marketing, strategic communication and HR areas.
Chosen in 2012 as one of the 100 Women Leaders by El

Mercurio and Mujeres Empresarias.
President of the Chilean-German Chamber of Commerce

and Industry.
61
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
strategies and maintaining ongoing relations

with the media, KOLs and influencers. In worked as a journalist for two years at the
conjunction with the work of Pamela in the science, technology and entertainment magazine,
digital world, which has helped to generate a Muy Interesante, followed by time spent at Caras
number of important synergies, her leadership magazine, which is part of the Editorial Televisa
has enabled the company to develop a Chile conglomerate. During this period he
comprehensive, cutting-edge communication collaborated with different web portals of the
product that stands out from the competition in aforementioned publishing house, including
the industry and is highly valued by clients. Taconeras and carashombre.cl, by writing about
music, culture and shows. 62
Pedro Gutiérrez
Head of Analysis and Documentation
Journalist, with degree in Social Communications

from the Universidad de Santiago de Chile.
Previous experience in analysis and

documentation at Azerta (2009-2015), preparing
daily and monthly management reports for
companies in the energy, transport and
telecommunications sectors; in monitoring of
media at Litoral Press (2002-2008) and in press at
Agencia Orbe (2000-2002).
At VOXKOM, has worked in the Analysis and

Documentation area since December 2015,

preparing reports for areas that include real
estate, technology, vehicle dealerships, beauty
and health.
63
VOXKOM PLAY STATION
www.voxkom.cl
Almirante Pastene 244-of.301
vox@voxkom.cl
Comunicación estratégica
+562 2 7148900
65
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.
© VOXKOM All rights reserved, 2019.
66

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VOXKOM PLAYSTATION

permanent clients. average time our

Partners Market research

Gabriele Lothholz Luz María Aguirre Jorge de la Fuente

Senior Consultant Corporate Strategy Communications, Internal Communications

Conceptualization of events with impact

An ally in containing a crisis

Close and active communication

Geared to sustainable results

❑ Launch of Call of Duty Black Ops, 4 October 2018

❑ Festigame, August 2019

as well as streaming for the RRSS of specialized blogs.

❑ Launch of Call of Duty Modern Warfare, September 2019

VOXKOM has proven ability of

This is an example of the

"The Last of Us Part II" has a launch date

The Last of Us part two will arrive next May

The Last of Us Part II could arrive in early 2020

VOXKOM carried out a survey with the

“What am I expecting? Probably

“Uhh honestly, a great deal, especially

an adventure as complex as the first

“I’ve really tried to avoid the

“Honestly I’m not expecting anything.

“A brilliant game that

have time to devote to it and

Keep satisfied Key Stakeholders

Keep them monitored Keep informed

have an impact on reaching new audiences as possible

• Send a Save the Date invitation to generate expectations, followed by a confirmatory

key to generating expectations, according to what is available at the time.

We will investigate if selected influencers own a PS4 console:

- If they have, we will offer them new controls for PS4.

All the above in exchange for :

launch of The Last Of Us Part II.

- 2nd month: #TheLastOfUsPartIIchallenge

golfer, ranked world

• Our launch proposal aims to spark Emotional Dimension Rational Dimension

• Given his standing, we propose to

generates organic information sharing

• For the viral activation we

• Viral activation is generated with #TheLastOfUsPartIIChile in physical form so that guests

• Merchandising gifts related to the saga are handed out to guests:

• In addition, we propose to evaluate the recording of a podcast in which a famous

Gantt chart 2020

Gantt chart 2020

Gantt chart 2020

• Not including the launch event, we aim to generate an Ad value greater

• The potential reach of the communication strategy (excluding the launch

Jorge Jiménez Pedro Gutiérrez

European Business Administration, Middlesex University,

Manager of Corporate Affairs, Cencosud S.A. for 4 years.

Chosen in 2012 as one of the 100 Women Leaders by El

President of the Chilean-German Chamber of Commerce

strategies and maintaining ongoing relations

Journalist, with degree in Social Communications

Previous experience in analysis and

At VOXKOM, has worked in the Analysis and

Documentation area since December 2015,

Almirante Pastene 244-of.301

© VOXKOM All rights reserved, 2019.

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