PLAYSTATION VR

Challenge

After years of hype, failed products, the promise of “immersive games,” and underwhelming mobile experiences from our competition, core gamers were skeptical that the new PlayStation VR could deliver a quality experience.

Audience Insight

When gamers in focus groups tried VR for the first time they were blown away by the unique feeling of presence in the virtual world

Strategy

Feel transported to new gaming worlds with PlayStation VR

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 heroing Skyrim (2017) and then Borderlands (2018) for PS VR.

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