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”. We rolled out a large campaign across Europe, with teaser ads getting the world talking before we released the launch ad. You can see two of those teasers below.
We followed these up with the official launch ad, 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 pledge 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 supersites, and also rebranded the OXO tower in central London.
The campaign appeared to work, as the PS4 outsold the Xbox One by 3:1 at launch. Not a bad return all in all.
And five years later, the line is still being used as PlayStation’s official positioning in Europe (just watch any Champions League match and you’ll see it in all its glory).
But the biggest win: finally having a legit excuse to have a PS4 in the house. My wife was not happy.