Launching the PS5 was exciting and challenging: it happened in the same month as competitor console, the Xbox Series X/S. Our goal was clear: to establish PlayStation as the undeniable leader in the console space while ensuring gamers chose PS5 with unwavering enthusiasm.

During the UK launch week, we orchestrated a brilliant and attention-grabbing campaign in the heart of London. Taking over the iconic Oxford Circus Tube station, we infused PlayStation’s brand iconography into the roundels above and below ground, showcasing the four distinctive PlayStation shapes. As a fun and creative twist, we reimagined several other London stations, cleverly renaming them to honour beloved games like Marvel’s Spider-Man, Ratchet and Clank, Gran Turismo 7, and Horizon Forbidden West.

The impactful images captured attention, as did PlayStation’s engaging social media posts highlighting console features and exclusive games. Post-launch, our creativity continued with eye-catching limited-edition boxes for controllers and a special poem book for The Last of Us Part 2, deepening connections with fans. The PS5 campaign showcases our finesse in executing remarkable projects, elevating brands, and making waves in gaming.

960 million media impressions – 106 million in first 24 hours, trended on twitter and lead story on reddit. The image reveal on owned channels generated 9 million organic impressions alone. PlayStation had the most successful UK console launch of all time achieving a 69% market share.