Putting the play back into PlayStation

Story of the film

With an ageing user base, PlayStation was in danger of becoming a heritage brand; something fatal in a market driven by kids and teenagers. This film tells us how this award-winning campaign drove standout by driving innovation and taking risks gamifying media. A media first that really paid off.

Summary

Manning Gottlieb OMD’s Grand Prix-winning campaign used TV to take Sony’s PlayStation from a has-been to a front runner in the battle with rival Microsoft’s Xbox. With a budget half the size of its competitor’s, the agency gamified its ads and embedded Channel 4 idents into PS4 gameplay creating a cutting edge campaign designed for the players.

The judges were staggered by the innovative techniques employed and the impressive results accrued.

This in-depth film tells the story of the Thinkbox TV Planning Awards 2014 Grand Prix paper with additional insights and wider learning for the industry from the clever brains behind the award winning campaign.

Judges comment

Playstation

What was interesting was the way they used TV. The TV work was the viral, the springboard to get gamers to tell others what was going on. Being able to harness a hardcore group of gamers: that’s phenomenal.

Jenny Biggam , Founder, the7stars

Film contributors

  • James Thompson, Client Account Director, Manning Gottlieb OMD
  • Lauren Bradley, Senior Product Manager, PlayStation
  • Murray Pannell, Marketing Director, PlayStation UK & I
  • Alexandra Bird, Group Partnerships Manager, Channel 4 

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