PlayStation: PS5 TfL takeover

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.

Pairing PlayStation’s imagery with TFL’s work-renowned iconography via a physical take-over of the roundals at Oxford Circus created immediate and widespread attention and excitement.

Results:

  • 960million media impressions – 106 million in first 24 hours
  • Trended on Twitter and lead story on Reddit
  • Image reveal on owned channels generated 9million organic impressions alone.
  • PlayStation’s most successful UK console launch of all time achieving a 69% market share.

Awards & Accolades:

  • Winner – PRmoment Awards 2021 – Integrated Communications Campaign of the Year
  • Winner – PRmoment Awards 2021 – Best Use of Creativity
  • Winner – SABRE Awards EMEA 2021 – Consumer Electronics
  • Winner – SABRE Awards EMEA 2021 – Best in Live Events
  • Winner – The Drum PR Awards 2021 – Music & Entertainment
  • Winner – PRCA National Awards 2021 – Consumer Technology
  • Winner – PRCA National Awards 2021 – Best Use of Planning, Research and Evaluation
  • Runner Up (Silver Award) – PRmoment Awards 2021 – Consumer PR Campaign of the Year
  • Highly Commended – The Drum PR Awards 2021 – Best Event, Stunt or Promotional Activation
  • Highly Commended – PRCA National Awards 2021 – Consumer (High Budget)
  • Finalist – CIPR Excellence Awards 2021 – Best Event
  • Finalist – CIPR Excellence Awards 2021 – Consumer Relations Campaign
  • Finalist – CIPR Excellence Awards 2021 – Arts, Culture, Sport or Entertainment Campaign
  • Finalist – CIPR Excellence Awards 2021 – Integrated Campaign
  • Finalist – PRmoment Awards 2021 – Community Engagement Campaign of the Year
  • Finalist – PRmoment Awards 2021 – Culture, Media, Sport & Travel Marketing Communications Campaign of the Year
  • Finalist – PRmoment Awards 2021 – Innovation in Public Relations Award
  • Finalist – PRmoment Awards 2021 – Stunt of the Year
  • Finalist – The Drum PR Awards 2021 – Consumer Products or Services