Live from PS5

Amplify and adam&EveDDB

Client: SIE

Sony Interactive Entertainment, Amplify, and adam&eveDDB reignite the hype for experiences on PS5 with a 'Live from PS5' creative campaign that blurred the lines between channels and delivered a truly original creative platform.

Immediately following the original launch of PS5 in 2020, it became very difficult, very quickly, to get your hands on a console. But in 2023, more PlayStation 5 consoles hit the shelves globally. So how do you reignite the hype around the brand, the console and the worlds that PS5 unlocks? ‘Live From PS5’ was designed to mimic a real news network, featuring journalists from around the world reporting on the captivating happenings within the various PS5 worlds. This innovative concept brought the console's unique experiences to life. The execution of the mixed-media campaign was both ambitious and comprehensive. The campaign spanned 51 markets and ran in 32 languages, with journalists reporting real-time news updates. Over 600 assets were deployed across multiple channels, including television, social media, out-of-home advertising, digital displays, and high-impact special-builds, all within a 4-week period. Sony sold 19.1 million PlayStation 5 consoles in the financial year, beating their own forecast of 18 million. That was up 66% from 11.5 million PS5 units sold in the previous fiscal year. In summary, the ‘Live From PS5’ campaign effectively reinvigorated the demand for the PS5 console, achieving significant sales growth and solidifying its place as a game-changing product in the gaming industry.