GO ONLINE, GROW ONLINE WITH DAYS OF PLAY

TitleGO ONLINE, GROW ONLINE WITH DAYS OF PLAY
BrandPLAYSTATION
Product / ServiceGAMES CONSOLE
CategoryC01. Online Ad
EntrantFORWARDPMX Hong Kong, HONG KONG SAR
Idea Creation FORWARDPMX Hong Kong, HONG KONG SAR
Media Placement FORWARDPMX Hong Kong, HONG KONG SAR
Production FORWARDPMX Hong Kong, HONG KONG SAR

Credits

Name Company Position
Kit Liu ForwardPMX Account Manager

Background

• Analyse first party data to uncover audience signals and create audience pools for future targeting • Target potential customers through the amplification of consistent brand messaging and offers through Search, Display, Video (YouTube) and Paid Social on Facebook and Instagram. • Engage potential customers at different points of their buying journey using engaging video and creative • Persuade users of the excellent value and offers of PlayStation products while pushing and upholding brand attributes. • Convert customers with calls to action and retargeting techniques

Describe the creative idea

Fighting for market share in the highly competitive and disruptive APAC gaming market is never going to be easy – but with the help of our agency, Sony PlayStation made it look like child’s play. Through a combination of seamless cross-channel advertising strategies with data-led customer targeting and intelligent ad sequencing, the Days of Play campaign was able to drive new customer acquisitions up ten-fold. This led to a return on ad spend increase of nearly 300% and conversion rates up 113% - despite a tight local budget in a territory that was underperforming. Days of Play is a spotlight sale campaign where we ran a full spectrum of discounted products (console, accessories, online memberships and virtual games). But in order to showcase the PlayStation brand in all glory we leveraged video content to grow their business, from both a branding and a performance perspective.

Describe the strategy

Technology plays a vital role in sifting through huge volumes of data, stitching it together to find inferences no human could manage in the time allowed, and then serving customers the right message at the right time and in the right place. This is what we achieved for our client PlayStation. Through a combination of complimentary cross-channel advertising strategies with data-led customer targeting and intelligent ad sequencing, the Days of Play campaign was able to drive new customer acquisitions up ten-fold. The success of this campaign caused a complete reversal in fortunes for PlayStation and has become the blueprint for future campaigns in all other territories. Importantly, having the right strategy and planning processes in place ensures we have the right people in the right positions to provide unrivalled value to the client.

Describe the execution

Through effective audience identification and intelligent management of prospects via YouTube’s ad sequencing, our agency could extract the most value possible from a limited budget in a challenging territory, delivering a stunning 297% year on year growth in return on ad spend. The Days to Play campaign brought a ten-fold increase in new users to the Sony PlayStation universe as well as generated impressive revenue growth, year on year. With a proven uptick in new customers, demonstrable ad spend effectiveness and a 113% year on year growth in conversion rate, the APAC Days to Play performance marketing campaign has become the blueprint for future strategies across other APAC markets.

List the results

Our agency successfully generated stunning performance and growth to the PlayStation business goals & targets, in terms of new user acquisitions as well as impressive revenue growth YoY. The success of the campaign has also now allowed us to help PlayStation develop a market strategy across the other APAC markets, to enabling us to find the change that fuels growth. • 10x increase in new users to websites • 297% YoY growth in ROAS • 113% YoY growth in conversion rate

Links

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