PS4 PRO

Challenge

Convince core gamers to upgrade from their old PS4 to the new Pro model after only three years of owning the original console

Audience Insight

We tested a few messages, but by far and away, core gamers were most motivated by the idea that PS4 Pro enhanced the beauty of their games, which they see as works of art

Strategy

Experience the unparalleled beauty of your games with the PlayStation 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