Title	PS4 THIS IS FOR THE PLAYERS
Brand	PLAYSTATION
Product/Service	PS4
Category	A05. USE OF AMBIENT MEDIA: LARGE SCALE
Media Agency	OMD INTERNATIONAL London, UNITED KINGDOM
Entrant Company	OMD INTERNATIONAL London, UNITED KINGDOM
Media Agency 2	OMD INTERNATIONAL London, UNITED KINGDOM

Name	Company	Position
Angela Hsiao	OMD International	Associate Director
Sam Blake	OMD International	Digital Director
Lee Moran	OMD International	Managing Partner
James Jennings	OMD International	Executive Director

Results and Effectiveness

Results demonstrate placing real players at the heart of our campaign gave them a launch to really shout about, PS4 became the fastest selling console of all time. Despite being outspent by our rivals by 250% on TV, overall by 50% at launch, ‘Preference’ for PS4 was 44% higher than Xbox One and ‘Purchase Intent’ 37% higher. We fuelled 40% more conversation than Xbox One and sustained 3 times the positive sentiment! By becoming the most talked about launch campaign, driving 6 million unit sales in the first 3 months, we generated $3bn revenue, smashing all sales targets.

Creative Execution

Iconic OOH placements in key markets drew gasps of admiration through unexpected executions in the “This is for the players” campaign. The never-before seen, famed Oxo Tower London Takeover triggered 14.3 million Twitter impressions in just 24hrs along with a never before done 3D Mapping of Castel San’t Angelo in Italy, whilst evocative content like ‘For the Players Since 1995’ video attracted 10 million views of PlayStation's great history. European markets took advantage of the short leadtimes of digital out-of-home - teasing the reveal of PS4 with images and messages simultaneously, integrating the campaign worldwide. To sustain conversation we developed a multi-market dashboard monitoring social buzz and identifying trending themes so we could produce reactive content maximising engagement of OOH placements, and providing our clients with tools to monitor our campaign’s paid, owned and earned performance, in real-time!

Insights, Strategy and the Idea

In 7 years since previous console launch lots had changed the now fragmented multi-device gaming environment had more players, playing more games for longer. Becoming a mainstream activity, core gamers wanted to protect their passion. How you defined yourself as a player mattered more than ever. Our audience view themselves as ‘real players’. They are early adopters, big spenders - spending most of their day online looking for new ways to play because gaming liberates them from the everyday. ROI Modelling research showed positive buzz had potential to increase sales by up to 35%, we set out to win the console war with buzz! The marketing objective was to be the most talked about entertainment launch ever. 3 behavioural principles were designed to fuel conversations: - Iconic: Outstanding, bold placements that demanded attention. - Unexpected: Innovative, surprising activity that drew engagement due to originality. - Social: Integrated communications that ensuring the campaign was sharable.