Sony PlayStation: PS5 – 2020's biggest entertainment launch

Gaming console, PlayStation, achieved mass appeal and sales success for its new PS5 with a global launch that took the console beyond the screen into popular culture.

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...

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