The brief
In 2022, PlayStation were ready to announce that PS5 was back in stock for good. After two years of limited stock, we found that existing PlayStation players had talked themselves out of upgrading. Our challenge was clear: reignite the hype of launch.
The IDEA
We needed to excite players with the incredible experiences waiting for them on PS5. So, in true PlayStation style, we created our very own global news network: Live From PS5. Reporting on the extraordinary goings on in the worlds of PlayStation 5. Live From PS5 behaved just like a real news network with journalists broadcasting from around the world on the extraordinary goings on in the PS5 worlds.
The EXECUTION
Live From PS5 didn’t just look and sound like a news network. It behaved like one too. Running across 51 markets in 32 languages, journalists around the world reported the news, often in real time.
The core campaign, comprising over 600 assets, ran across TV, social, OOH, digital display and high impact special-builds for a period of 4 weeks. 20 bespoke activations launched globally, each reporting live on a different news report. results
By the time the campaign had run for 4 weeks, PS5 sales were up 316% YoY. Incredibly, we have now already sold more PS5s than PS4s. SALES UP 316% 4.1 BILLION IMPRESSIONS ACTIVATIONS ACROSS 51 MARKETS