PlayStation: PS5 Launch

The Brief

Amidst a global pandemic, the long anticipated PS5 was launching in Australia. PlayStation wanted to create mass awareness and engagement around the launch knowing that their key competitor was also launching a new console - as well battling stock shortages. 

The Approach

With so much owned content coming from the US, we need an opportunity to connect with the audience via a local lens to present cut through. 

I recommended collaborating with up and coming content creators, to help us create unique and engaging content that reached an audience beyond those which were traditional gamers. 

We also wanted to tap into the highly relatable moments our audience experience anticipating the arrival and delivery of their much loved console. 

Results 

We delivered 6 pieces of unique content creator led assets to be used across launch and post-launch to help sustain momentum and engagement. Our collaboration with Fairbairn Films on 'How to Get Your PS5 Home Safely'  tripled owned platform benchmarks, with an organic ERT of 16%. 

As a result of this success, we continued to partner with content creators across major campaigns and software launches.