Campaign details
Brand: Sony PlayStationBrand owner: SonyLead agency: MediaComContributing agency: Adam&EveDDBMarket: GlobalSector: Gaming hardware & softwareMedia channels: Events & experiential, Merchandise & free gifts, Online video, Outdoor, out-of-home, Social media, Television, Word of mouth, influencers Budget: Over 20 million
Executive summary
The launch of PlayStation 5 was a critical moment for the brand. Succeed, and the console brand would continue its dominance as the must-have gaming hardware for another five years, at least. We leveraged two key approaches based around the power of hardcore gamers...