PlayStation: Play Everything

PlayStation, the games console brand, used an integrated campaign with a focus on social media to connect with casual gamers across Southeast Asia.

Campaign details

Brand: PlayStationBrand owner: Sony Interactive Entertainment SingaporeLead agency: TBWA\SingaporeCountry: Indonesia, Malaysia, Philippines, Singapore, ThailandIndustries: Gaming hardware & softwareMedia channels: Events & experiential, Games & competitions, Mobile & apps, Online video, Outdoor, out-of-home, Print, general, unspecified, Programmtic display, Social mediaBudget: 500k - 1 million

Executive summary

The PlayStation is an icon. It changed the lives of an entire generation and spawned the cult of console gaming. This is the story of how PlayStation evolved and cut through the functional clutter of brands bragging about their console specifications,...

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