Preference
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.
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:
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.
For Men in Black: International, the brand turned the iconic memory-wiping neuralyzer into a virtual one, allowing online shoppers to wipe their cookies clean.
We redefined TOMS’ mobile and search marketing strategies and drove revenue up 30%
Shell mapped hundreds of purchase intent signals to target consumers in real-time across US and China, scored on their intent to purchase motor oil.
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