PlayStation's New Campaign: "Live on PS5" Globally

Campaign Launch: PlayStation is globally launching its new marketing campaign "Live on PS5" through realistic and innovative advertisements worldwide. This campaign celebrates five years since the launch of the PS5 console, which was released in November 2020. Sony aims to ignite feelings of joy and excitement among the gaming community through this initiative.

Advertising Campaign Details and Promotional Videos

Campaign Start: The campaign kicked off last week with a series of peculiar promotional videos featuring three unique and unconventional stories. These included "The Greatest Acrobatic Leap Ever," showcasing an oil rig perched atop a building, "The Unexpected Catch," where a man emerges from the mouth of a sea creature, and finally, "Everyday Problems in Extraordinary Vehicles," which depicted a crashed spaceship in the desert.

Campaign Goals and Official Statements

Campaign Impact: Now, Sony is bringing these advertisements to the real world through bold and innovative billboards to celebrate this significant console milestone. Isabelle Tomatis, VP of Global Marketing at SIE, stated that the campaign aims to "evoke awe and excitement within the global gaming community and remind potential players what they're missing – because these unforgettable moments, this energy... only happen on PlayStation 5."

Global Coverage and Local Activations

Campaign Scope: The global campaign will run from November to December, covering over 20 markets including the United States, United Kingdom, Japan, Germany, France, Canada, and Australia. The public can expect to see these promotions across TV, cinema, digital and social platforms, in addition to local activations designed to "generate regional buzz and interest."

Emphasizing the Unique PlayStation 5 Experience

Campaign Message: Some of these advertisements have already been spotted in the UK, where their billboards echo the same themes featured in PlayStation's initial promotional videos. Tomatis added that the campaign aims to "evoke joy and excitement within the community and capture the feelings they experience when enjoying these unforgettable moments on PS5." She concluded: "With global momentum, bold creativity, and a holiday season filled with great content, the 'Live on PlayStation 5' campaign isn't just a campaign; it's a reminder that some of the most unique moments in gaming and culture are happening right now on PS5."