Playstation
PS5 Launch
Playstation
PS5 Launch
The UK PlayStation 5 launch is one of the decade’s most talked about marketing activations, winning awards across a range of creative and marketing disciplines.
Launching the PS5 in the same month as competitor console, the Xbox Series X/S, meant that our activations had to win over core gamers and mass consumers alike to generate consumer preference.
We had to deliver the right balance of convincing committed gamers to choose PlayStation whilst signalling to the wider market that the brand was the major player in the console space.
So during UK launch week, we took the London Underground sign and paired it with PlayStation’s brand iconography.
Oxford Circus Tube roundels above and below ground were reimagined to feature the four PlayStation shapes.
Four other London “Punderground” stations were taken over by games:
• Mile End to Miles End in a nod to Marvel’s Spider-Man
• Lancaster Gate to Ratchet and Clankaster Gate
• Seven Sisters to Gran Turismo 7 Sisters
• West Ham to Horizon Forbidden West Ham
The dramatic images captured the importance of the launch and grabbed media and consumer attention.
Made
You Look.
960million media impressions – 106 million in first 24 hours, trended on twitter and lead story on reddit. The image reveal on owned channels generated 9million organic impressions alone.
Made
You Care.
PlayStation had the most successful UK console launch of all time achieving a 69% market share.
Awards
- WINNER - PRmoment Awards 2021 – Integrated Communications Campaign of the Year
- WINNER - PRmoment Awards 2021 – Best Use of Creativity
- WINNER - SABRE Awards EMEA 2021 – Best In Live Events
- WINNER - SABRE Awards EMEA 2021 – Consumer Electronics
- WINNER - The Drum PR Awards 2021 – Music & Entertainment
- WINNER - PRCA National Awards 2021 – Consumer Technology
- WINNER - PRCA National Awards 2021 – Best Use of Research, Planning and Evaluation
- SILVER - PRmoment Awards 2021 - Consumer PR Campaign of the Year
