Challenge
Seven years after PlayStation’s previous console launch, Sony were ready to launch the business-critical PS5. Taking both Xbox and a global pandemic head-on, we created a disruptive and culturally relevant launch that made the PS5 the biggest ever console launch. PlayStation vs Xbox is one of the most renowned rivalries in the world, however, high-spending Xbox were chasing at our heels. With the onset of COVID-19 and a completely re-imagined media environment, the launch of the new PS5 console required some seriously creative break-through ideas. The game was on to reaffirm PlayStation’s position as the world’s biggest interactive entertainment brand.
Solution
As our largest-ever global media campaign activated in over 50 markets, the launch became a huge cultural moment as we leveraged iconic and immersive media showing that ‘Play Has No Limits’. This took on new meaning at a time of widespread lockdowns. Gamers trust other gamers, so by leveraging the power of our engaged PlayStation fan base, our innovative media placements looked to harness this support: In the UK, we collaborated on the execution of a partnership with Transport for London (TFL) which included an Oxford Circus take-over and changing the iconic tube station roundels to the four PlayStation symbols In France and Germany, we created integrated media partnerships which included events, content creation and influencers Whereas in the US, we partnered with the channel ‘Adult Swim’ that used custom content featuring a special PS5 spot from Rick & Morty in their own unique & irreverent style
Results
The PS5 was the biggest console launch ever! Our integrated media campaign played a key role in making the PS5 the most desired entertainment device in the world and the most talked about console of the year.
Want fresh marketing stories in your inbox?
Get the weekly email that makes you a marketing genius.
Stay informed and inspired, for free.