PLAYSTATION VR

Challenge

For decades gamers dreamed of stepping into virtual worlds like the Star Trek “holodeck,” but every new VR product let them down as an overhyped gimmick.

Audience Insight

While PS VR fell short of the VR imagined in sci fi, it still gave gamer focus groups a feeling they had never felt before: true presence in virtual worlds.

Strategy

Dramatize the transportive feeling that only PS VR games can give you.

Creative

Our Two Worlds campaign developed a new visual language to capture the feeling of transportation from the every day into virtual fantasy worlds. We continued the campaign for two more years stepping into the PS VR worlds of Skyrim (2017) and then Borderlands (2018).

Results

• PS VR led the market all three years our campaign ran

• Outperformed competition and brand norms on key brand metrics: purchase intent, content perception, device clarity, and brand halo effect

• 2018 Effie Finalist

Role

Audience Research / Creative Brief / Testing