Campaign details
Brand: PlayStationAgency: TBWA\ SingaporeCountry: SINGAPORE
Marketing context
Twenty years ago, Sony released its first console – the PlayStation, and it changed the way an entire generation consumed entertainment and spawned a new cult of gaming. However, in recent years, PlayStation started facing stiff competition. Their initial strategy to try and out-do their rivals with ever bigger game launches and shiny console specs, simply ended up reinforcing the idea that consoles are only for hardcore gamers. With the increasing competition in the console space, coupled with the rise of mobile gamers, PlayStation had find...