PlayStation: Play Everything

Gaming console brand Sony PlayStation used mobile, outdoor, print, online, in-store, on-ground and social activations to launch its PS4 console in key Southeast Asian markets and convince families and casual gamers to purchase and play.

Campaign details

Brand: PlayStationBrand owner: Sony Interactive EntertainmentLead agency: TBWA\SingaporeCountry: Indonesia, Malaysia, Philippines, Singapore, ThailandIndustries: Gaming hardware & softwareMedia channels: Events & experiential, Integrated, Mobile & apps, Online display, Outdoor, out-of-home, Point-of-purchase, in-store, Print - general, unspecified, Programmatic display, Social mediaBudget: 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...

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