Title	PS4 THIS IS FOR THE PLAYERS
Brand	PLAYSTATION
Product/Service	PS4
Category	C01. INTEGRATED MEDIA CAMPAIGN
Media Agency 2	OMD INTERNATIONAL London, UNITED KINGDOM
Entrant Company	OMD INTERNATIONAL London, UNITED KINGDOM
Media Agency	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 and giving them a launch to really shout about worked - PS4 became the fastest selling console of all time. Despite being outspent by our rivals by 250% on TV ; 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 6m unit sales in the first 3 months, hence generating $3bn revenue, we smashed all sales targets.

Creative Execution

Iconic OOH placements in key markets drew gasps of admiration. The never-before seen famed Oxo Tower London Takeover triggered 14.3 million Twitter impressions in just 24hrs. We SURPRISED with content like pushing The Sun’s page 3 girl to page 5 replacing her with a PS4 spread at launch, prompting 1,260 Tweets and photos, 300% above The Sun’s average interaction rate. We encouraged players to COMPETE through our ‘Interactive YouTube Video’ and it resulted in a total 3.7 million minutes of PLAY! The central online destination ‘The Monument’ provided a platform where 62,000+ individuals proudly declared themselves ‘Players’ and SHARED it across their social channels for chances to be desirably rewarded. To sustain conversation we developed a multi-market dashboard monitoring social buzz and identifying trending themes so we could produce reactive content maximising engagement, 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 has 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 their everyday. ROI Modelling showed positive buzz had potential to increase sales by upto 35%, so we set out to win the console war with buzz! The marketing objective : 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