Campaign details

Brand: Sony PlayStation
Brand owner: Sony
Lead agency: MediaCom
Country: Russian Federation
Industries: Gaming hardware & software
Media channels: Competitions & contests, Livestreaming, Online display, Social media
Budget: Up to 500k

Executive summary

PlayStation is a market leader in the console segment in Russia, though it has an ambition to grow its share and sales year on year.

2018 was the year of the FIFA World Cup – and it happened in Russia where everyone was mad about football.

As a part of an ambitious growth plan, Sony PlayStation managed to use interest in the tournament among target audience. This was extremely challenging because of the restrictions around making a direct link between the brand and the World Cup while Sony lacks the status as an official sponsor or partner of FIFA. Sony PS needed an unconventional communicational path to hack this challenge.