| Title | PLAYSTATION SHOCKS |
| Brand | PLAYSTATION |
| Product/Service | GAMES |
| Category |
A02. USE OF EXHIBITIONS AND INSTALLATIONS |
|
Entrant Company
|
TBWA\BELGIUM Brussels, BELGIUM
|
|
Advertising Agency
|
TBWA\BELGIUM Brussels, BELGIUM
|
|
Media Agency
|
OMD Brussels, BELGIUM
|
|
Production Company
|
SAKE Elsene, BELGIUM
|
Credits
| Gert Pauwels |
TBWA Belgium |
Creative Director |
| Jochen De Greef |
TBWA Belgium |
Client Service Director |
| Joachim Francois |
TBWA Belgium |
Account Manager |
| Jeroen Bostoen |
TBWA Belgium |
Art Director |
| Pol Sierens |
TBWA Belgium |
Copywriter |
| Rindert Dalstra |
TBWA Belgium |
Strategic Planner |
| Sarah Bornauw |
SAKE |
Producer |
| Xavier Pouleur |
SAKE |
Motion Graphics |
| Jan Pollet |
SAKE |
Sound Engineer |
The Brief
March 2014. PlayStation launches Infamous Second Son, a sequel game for PS4 with not much new to tell, except small improvements like better graphics and AI. Research on the prequels showed one important USP of the main game character: electricity, an important feature in the game where the main hero has to reload his electrical powers and use this to defend himself. What if we could make people actually discover how that feels, online and offline? Both were equally important, since PlayStation stands for being an experience brand in the real world, but also in the online (gaming) world.
Describe how the promotion developed from concept to implementation
What if we could make people actually discover how electricity feels? We built a machine that created electricity that functioned the way an electric fence does: small amperage, high voltage. A shock was intense enough to get a great facial reaction. Visually we made it exactly like a giant power socket: since you're a child you're taught not to put your fingers in the socket. And that's exactly what we asked people to do. People who dared to put their fingers in the sockets could win games and goodies.
Describe the success of the promotion with both client and consumer including some quantifiable results
Our booths reached over 10.000 people in train stations and movie theaters.
Thrilled participants could share their personal clips, reaching countless more.
The final compilation film reached over 170.000 views on YouTube. Our PlayStation newsletters with 'electric' videos generated another 250.000 views on our own PS network. In Belgium we noticed 5% increase in sales (towards the three prequels).
Explain why the method of promotion was most relevant to the product or service
The goal of this stage was to capture the face someone made when subjected to electricity, and post that video on his or her Facebook page. The launch took place - in real time - in stations and cinema theaters to invite commuters and cinema goers to shock themselves. That created social UGC content for Infamous and acted as base to make our viral video. Since PlayStation had a vast database of opt-ins, we also send a newsletter to all users and specific game fans, we targeted them via e-CRM to launch all creative material.