PlayStation –
Launch of the PS5

In 2020, seven years in the making, Sony Interactive Entertainment (SIE) prepared to unleash its long awaited + hotly anticipated next generation console to millions of gaming fans around the world. The PS5, the most powerful, responsive and intuitive console ever created by SIE would once again go head to head with its fiercest competitor the Xbox Series X from Microsoft.  

Seven years on from the box office launch of the PS4, the biggest selling games console ever released by SIE, the world had become a very different place due to the global COVID-19 pandemic.  

How could we deliver a campaign in the lead up to the festive period that would have the desired impact and deliver the results that this incredible gaming icon deserved in a safe and impactful way? All events were off the table, so we couldn’t get the console into the media’s hands, let alone the consumers.

We had to find another way.

Our influencer + advocacy strategy was straight forward with one hard and fast rule – we only work with true gamers. Identifying a mix of high profile and underground, but hugely influential, gamers to receive the first PS5 consoles in Ireland. This journey led us to Aches, one of Ireland’s most influential street artists, who along with his two brothers, have been lifelong PlayStation fans.  

Taking inspiration from the new tagline, Aches created a new mural in the heart of Dublin City featuring the new PS5 tagline, Play Has No Limits. Drawing instant attention, the video of its creation has become the most liked and viewed video with the hashtag #ps5 on both Tik Tok and Instagram with over 17.5m views and 4m likes.  

The global WOW moment came from a global partnership, which saw 35 countries from around the world create jaw dropping projections on some of the most iconic buildings and locations in the world. The Convention Centre in Dublin was chosen, and working in partnership with Algorithm, a light show like no other lit up the CCD at midnight on November 18^th to celebrate the launch of the PS5.

The video was then chosen along with nine other countries to lead out on the global social channels, attracting millions of views, likes and engagement from fans around the world.  

Once again, PlayStation was the name on everyone lips in Ireland in 2020, and the PS5 was the most sought after gift for gamers young and old over the festive season.