Sony: The launch of PS4
BBH New York
What were the objectives for the creative work?
i. The business objectives:
After the glory days of the PlayStation and PS2, the PS3 had the lowest install base by the end of its generation.1
The task was clear: to return PlayStation to #1 in the console market with the PS4.
The goal was to gain 31% of the market at launch and sell ∼2M PS4 units in the US.2
In the last generation, we had lost momentum with the core community. This time, we had to get them on our...