PlayStation wanted to maintain their market-leading status with communications and experiences that complimented their cutting-edge technology.
Firstly, we completed research in 4 countries, including over one thousand shoppers. Insight identified a powerful concept ‘immersed in the game’. This simple idea was articulated through a multi-channel approach throughout Europe.
Every aspect of Playstation’s shopper marketing reflected the ‘immersed in the game’ campaign. Dramatic physical experiences, enabling shoppers to play immersive platforms coupled with all social platform recruitment campaigns to build peer-to-peer engagement.
The continuous focus on this campaign has helped Playstation achieve dominance in the gamer console battles. Console sales across Europe grew 8% and an additional 54,000 new users joined the Playstation gaming network.