Playstation

This paper describes the planning for the Sony Playstation's wider branding campaign, 2 years after its launch in 1995 at a time when the market was set to grow beyond the niche gaming fraternity.
Agency: TBWAAuthor: Neil Hourston

Do Not Underestimate the Power of. the PlayStation Brand Campaign

OVERVIEW OF THE PAPER

Short firework life-cycles were an established phenomenon in the games market. Innovation was a given. And consumers - connecting primarily on technical capability - would always abandon a less powerful console for the more powerful choice.

At launch in 1995, PlayStation was the most powerful choice. But by 1997, just as the market was about to accelerate out of the relatively niche gaming 'ghetto' into the mass market. Nintendo chose to launch N64 (twice as powerful again as PlayStation)....

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