[ad campaign]

PlayStation

Tone of Voice

Sony does not define PlayStation as a luxury brand, but it is visioned as a premium experience. The brand's tone of voice is dynamic, innovative and forward looking. It aims at embarking the gaming community on immersive experiences offered by PlayStation products and services.

Project by

Joel Samuel

Jennifer Sophia Meyn

Jasmehar Kaur

Kartik Richharia

Target Audience

The brand's target audience broadly falls between the ages of 15 to 40; people who are interested in diverse gaming experiences, immersive storytelling and cutting-edge technology.

Introducing 'Where You Are.'

Bring the games to life by creating a sense of imagination (using visuals from daily life) through popular game interfaces that the audience is familiar with. The tagline 'Where You Are.' is used to create the narrative of being immersed in a game to the point of actually living it.

Pre Buzz I Phase 1 - Preparatory Phase

Social Media + Print Advertisements

Mockups by Jennifer Sophia Meyn

Pre Launch I Phase 2 - Engagement Phase

On site mirror installations introducing the campaign tagline 'Where You Are.'

Launch I Phase 3 - Core Phase

Media + Print Advertisements + Banners

Introducing banners hidden within the gaming world into real life and initiating a social media treasure hunt, rewarding those who correctly guess the games.