CHALLENGE
Sony Interactive Entertainment’s goal for the regional launch of PlayStation® 5 was to celebrate the arrival while generating mass awareness and social buzz around the world’s most anticipated product release in a decade.
INSIGHT
With the pandemic limiting IRL moments of celebration with our gaming community, we needed to reimagine how to engage and excite fans. By communicating the limitless possibilities PS5 presents with a reveal worthy of our audience sharing.
STRATEGY
Amaze consumers through the conceptualization of a launch campaign that everyone could experience despite the challenges presented by the pandemic. Bring to life the future of gaming with an approach that is ‘shareable by design’, transforming moments in time into content experiences and in turn, gain maximum exposure for the launch on social media and digital channels. All while reimagining the typical launch of a console by questioning where and how, with cinematic stunts and immersive shows each designed to break through the internet.
SOLUTION
In partnership, Sony Interactive Entertainment and LIGHTBLUE defined a cultural moment in the launch of PlayStation® 5, uniting and empowering the global gaming community through a shared experience. Bridging the online and physical realm through creative execution, the world of PlayStation® 5 was brought to life in ultra-high definition, accentuating design and limitless experiences at full scale.
Bringing the ‘Play Has No Limits’ global launch campaign to the forefront, we transformed iconic locations throughout the United Arab Emirates with moments that both signified and celebrated the launch. On the eve of the PS5 launch we hosted a content takeover of the world’s tallest building, Dubai’s Burj Khalifa as the canvas to launch the PS5 story. The story continued with a world-first activation of the world’s largest fountain, creating a fully choreographed show at Palm Fountain, combining a fountain show, bespoke projection content as well as audio visual and light.
To finalize the sequel, PlayStation® truly demonstrated that ‘Play Has No Limits’ with an adrenaline-inducing spectacle including two highly trained wingsuit athletes jumping from the top of Burj Khalifa soaring down to the landing. Taking on the stunning sights of Downtown Dubai and through the world-renowned city skyscrapers, the athletes landed beside the PlayStation® 5 launch campaign billboard.
Delivering a world-first campaign in PlayStation® history. As each experience was commenced, it was filmed and edited to go live on regional and global social media channels within hours. Celebrating the arrival of the console and receiving over 3.6 million views and counting across the three activations.
The campaign formed part of the global execution across 24 countries worldwide.
