PS4 PRO

Challenge

Convince hardcore gamers to upgrade to the new PS4 Pro model after only three years of owning the original console.

Audience Insight

Hardcore gamers are connoisseurs who see their PlayStation games as fine works of art.

Strategy

Indulge in the unparalleled beauty of your games with the PS4 Pro.

Creative

Year 1: We used an Opera singer to convey the visual grandeur of playing on the PS4 Pro.

Year 2: Through a series of humorous films we showed how gamers can lose themselves in the tiny, beautiful details of their games on PS4 Pro.

Results

• Exceeded sales goals both years our campaign ran

• Outperformed norms for key brand metrics: ad appeal, novelty, brand linkage, product interest

Role

Audience Research / Creative Brief / Testing