Campaign details

Brand: PlayStation
Brand owner: Sony Interactive Entertainment
Lead agency: TBWA\Singapore
Country: Indonesia, Malaysia, Philippines, Singapore, Thailand
Industries: Gaming hardware & software
Media channels: Events & experiential, Integrated, Mobile & apps, Online display, Outdoor, out-of-home, Point-of-purchase, in-store, Print - general, unspecified, Programmatic display, Social media
Budget: 500k - 1 million

Executive summary

The PlayStation was 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, cut through the functional clutter of brands bragging about their console specifications and reconnected with an alienated consumer base in a different way.

Using social media as a key driver to positioning PlayStation as a device that is meant for everyone to Play Everything, it caught the attention of its audiences and got them to play everything. This resulted in astounding business results, such as an increase in downloads of its partner apps and smashing the KPIs set.

Market background and cultural context