09 Jun 2021
Doing the double at the Sabres!
As one of the biggest consumer launches this year – devised, created and launched during UK lockdown 2.o- Red Consultancy, PlayStation and indeed many millions of fans are today celebrating the iconic launch of the PS5.
We were briefed this summer by PlayStation’s marketing team to create a brand moment that would rival the OXO Tower stunt for their last console launch seven years ago.
So we proposed a takeover of Oxford Circus station for 48 hours, transforming the traditional circle roundels into squares, triangles and crosses — the classic shapes of the PlayStation controller. It was the perfect combination of a British icon meeting a gaming icon – a subtle way for a brand to celebrate this iconic moment in gaming.
The takeover went live yesterday and is being supported by a fully integrated campaign that is now generating a surge of activity. So far we’ve seen 61 pieces of coverage, 23k social mentions and, with more than 14.3k mentions on Twitter, the partnership was trending all day yesterday.
The PS5 campaign even caught the attention of a certain London Mayor who posted about it on his Instagram account.
Watch this space for more on how we’ll be maintaining momentum for the new PS5 after announcing its arrival with such impact.