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Getting everyone to Play Everything
This is the story of how PlayStation cut through the functional and conventional clutter of brands bragging about console specifications, and reconnected with an alienated consumer base, by truly understanding what their consumers want. By positioning PlayStation as a device that is meant for everyone to PLAY EVERYTHING, we caught the attention of our audiences, and truly got them to play everything. This resulted in astounding business results such as an increase in downloads of third party entertainment applications, and smashing our KPIs for the number of consoles sold that year.

Awards

2017 Gong - Silver | Promo & Activation

2018 AME Awards - Bronze | Products & Services: Electronics, Consumer

2018 WARC - Bronze | Effective Social Strategy