Idea: Don’t slouch. Sizzle.
This was a rebranding of Sony PlayStation’s outreach to existing customers, to bring it in line with the parent brand.
PlayStation play sizzled. So did its advertising to new customers. But once onboard as a customer you were messaged with dull spam email. So this was an exercise to get their CRM on-brand - and working harder to build loyalty and brand engagement.
On-console greeting
This would launch automatically on first use of the console. Framing the relationship from the start.
With PlayStation you get a world of Play that extends way beyond the console.
BANNER ADS
Corporate-speak? Out. Loud, colorful and explosive? In.
Post-apocalypse first person shooter? Bruising Canadian Hockey? Whatever your thing is, it’ll be way more of a thing on PlayStation.
iphone app
“THIS MONTH YOU’LL NEED TEN EYES TO ABSORB ALL THIS.”
“THIS MONTH, FOUR GENERATIONS OF ZOMBIES RISE. BRAIN SPILL ON AISLE FOUR.”
“INFAMOUS 2. WHERE EVEN YOUR POWERS HAVE POWERS.”
The new PlayStation iPhone app would keep each user up to date with the content that mattered to them. In a voice that shouted the fun, color and sheer excess of PlayStation Play.
SOCIAL & ONLINE/OFFLINE BRAND EXPERIENCE
Great Play means great Community. So we dialed that up too. From your own unique place in the Play universe. To social-fed flash-event invites. To getting featured on our YouTube channel. To memorialization of your gaming achievements on our Gamer’s Monument.
experience framing
With PlayStation, you’re not just Playing - you’re making history. Our approach highlighted PlayStation’s heritage in gaming. And framed services like "PS Plus as a way of “Owning” the whole history if gaming. You’re monumental. So gamers even get their own monument.
loyalty building
Universal Gamers’ Rights. Gamers are a special breed. So they need special privileges. So we invented the idea of Universal Gamers Rights. Kind of like universal human rights. But with extra swag. Special offers. And the chance to cash in gaming trophies for free PlayStation Plus.
