PLAYSTATION

TitlePLAYSTATION
BrandBLUEFOCUS
Product / ServicePS4
CategoryA02. Durable Consumer Goods
EntrantBLUEFOCUS DIGITAL MARKETING AGENCY Beijing, CHINA
Idea Creation BLUEFOCUS DIGITAL MARKETING AGENCY Beijing, CHINA
PR BLUEFOCUS DIGITAL MARKETING AGENCY Beijing, CHINA

Credits

Name Company Position
Alex Phung BlueFocus Digital Vice President & Chief Creative Officer
Li jiaqi Bluefocus AD
Ma Zhuang Bluefocus SAM
Chen Li Bluefocus SAM
Mo Yan Bluefocus AE
Dong Zhuohua Bluefocus AAE
Teng Cao Bluefocus AM

The Campaign

Banking on the popularity of VR products, a mass communication concept, “two worlds, one wonderful feeling” was introduced for PlayStation, in hopes of aligning consumers’ enthusiasm and expectation for VR products towards the PS4. Through online and offline promotions, in order to make the different types of consumers experience the energy of PlayStation VR and the PlayStation 4. Simultaneously, through the use of well-known gamers, game casters, technology media founders and media to convey different scenarios and enjoyment that the PS4 and PS VR can create so as to enhance the visibility and reputation of the PS4.

Execution

• On August 3, 2015, we put forward activity plan named "two worlds, a kind of experience" ,through online recruitment 1000 senior players to experience the VR and PS4. • On August 15, 2015-16, we invited the KOL, well-known gamers to enjoy VR and PS4, about 150 • On August 21, 2015,we held the offline PS4 game experience activities in PlayStation store all-around China. The main fields are located in first-tier cities such as Beijing and Shanghai. The total numble of activities is more than 10, and over 1500 people attend per single activity.

•In 2015, PlayStation China's official micro-blog gained 150,000 more fans •The number of topics read on PlayStation China's official micro-blog exceeded 200 million •The Baidu PS4 bar had a follower growth of 350,000 •Sales volume of the PlayStation 4 China Version exceeded 410,000 units

The Situation

Creative PR can always cause explosion of the sales of the products, give consumers the extraordinary experience and unforgettable product image. Our ideas personify products, all emlements of era and information of trend , and offer all-round interpretation PR Spikes.

The Strategy

NO.1 Banking on the popularity of VR products, we propose the “two worlds, one wonderful feeling”, in hopes of aligning consumers’ enthusiasm and expectation for VR products towards the PS4. NO.2 Through online and offline promotions, in order to make the different types of consumers experience the energy of PlayStation VR and the PlayStation 4. NO.3 Through the use of well-known gamers, game casters, technology media founders and media to convey different scenarios and enjoyment that the PS4 and PS VR can create so as to enhance the visibility and reputation of the PS4.

Links

Website URL