Sony PlayStation

This campaign, from 20:20 London, won gold in the Leisure/Travel category at the 2006 DMA Awards. A Sony PlayStation product - 24:The Game - was promoted through an integrated campaign, including email, SMS, viral video and a DM pack.

Sony PlayStation

20:20 London

Peter Riley – Creative Director Hugo Bierschenk – Creative Dean Woodhouse – Creative

WHAT IS WONDERFUL ABOUT THIS WORK?

We represented the first-person nature of the game by placing the consumer at the campaign's centre, blurring the lines between the product and the campaign. Oh, and like the TV show, we made it unfold in realtime over 24 hours. From 50,000 people, there was exponential growth to 443,290 unique views, equating to a brand experience costing 26p. And the only result that matters: the game was Number One in the charts.

CAMPAIGN OBJECTIVES

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