PlayStation 4

When we launched the PS4 in Europe at the end of 2013, it wasn’t just another tech launch – it was the latest round in an increasingly competitive console war. Xbox was releasing their Xbox One at the exact same time, so getting the positioning right was crucial.

Where we landed was true to the roots of PlayStation. It has been, and always will be, a games console. Sure, you can watch Netflix, play BluRays, and get updates on stuff, but gaming is its number one priority.

Gamers love PlayStation. Because PlayStation loves games.

Our positioning was “This is for the Players”.

To launch it, we rolled out a large pan-European campaign, with teaser ads like the one below setting up the launch ad.

The official launch ad was shot by Scott Lyon. It tells the story of a player travelling through a world where games have broken through and become part of the everyday.

The film has over 70 references to PlayStation culture, both new and old – including a nod to one of the greatest commercials ever made.

 You can see the full ad below.

Part of the campaign also gave gamers the chance to declare themselves as PS4 players. We created an online social monument with MediaMonks, built up by player’s pledges from across the globe – we even had some from Christmas Island.

The film below describes the project in more detail.

Finally, we created an OOH campaign that took in super-sites, and also rebranded the OXO tower in central London.

The campaign worked, as the PS4 outsold the Xbox One by 3:1 at launch. Not a bad return all in all.

And the line was still being used as PlayStation’s official positioning right up to the launch of the PS5.

But the biggest win: having a bonafide excuse to play a lot of PS4 games. My wife was not happy.