Sony Playstation Digital, Case study Search For Greatness, 2 by BBH New York

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Search For Greatness, 2

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Industry Video Games/Consoles
Media Digital, Interactive & Mobile, Case study
Market United States
Agency BBH New York
Chief Creative Officer Ari Weiss
Creative Director Hugo Bierschenk, Dean Woodhouse
Art Director Alex Thompson
Copywriter Alanna Watson
Designer David García
Production Stillking Films
Director Jan Svenjkar
Released October 2016

Awards

Cannes Lions 2017
Cyber Social: Real-Time Response Bronze Lion

Credits & Description

Title: Search For Greatness
Agency: Bbh
Brand: Sony Playstation
Country: USA
Entrant Company: Bbh, New York
Advertising Agency: Bbh, New York
Media Agency: Mediacom, New York
Production Company: Epoch Films, New York / The Mill, New York / Rock Paper Scissors, New York / The Slaughterhouse At Bbh, New York / Stillking Films, Prague
Additional Company: Hastings Sound, Astoria
Creative Chairman: John Patroulis (Bbh New York)
Head Of Production: Kate Morrison (Bbh New York)
Head Of Design: Bruno Borges (Bbh New York)
Designer: David Garcia (Bbh New York)
Print Producer: Leighann Dykes (Bbh New York)
Chief Creative Officer: Ari Weiss (Bbh New York)
Business Director: Finnian Oneill (Bbh New York)
Strategy Director: Kendra Salvatore (Bbh New York)
Comms Strategy Director: Megan Piro (Bbh New York)
Creative Director: Dean Woodhouse (Bbh New York)
Creative Director: Hugo Bierschenk (Bbh New York)
Art Director: Alex Thompson (Bbh New York)
Copywriter: Alanna Watson (Bbh New York)
Associate Art Director: Anastasia Serdukova (Bbh New York)
Executive Producer: Adam Perloff (Bbh New York)
Content Producer: Corinne Porter (Bbh New York)
Ux Director: Kelly Bignell-Asedo (Bbh New York)
Head Of Print Production: Lauren Fertitta (Bbh New York)
Head Of Art Production: Rebecca Oneill (Bbh New York)
Account Director: Justin Marciani (Bbh New York)
Photographer: Petr Dobiáš (Stillking)
Director: Jan Svenjkar (Stillking)
Producer: Meg Volk (The Slaughterhouse At Bbh)
Editor: Jim Schwartz (The Slaughterhouse At Bbh)
Outcome:
+24 million views+19 thousand comments+300 direct mail treasures+345 million media impressionsPlayStation 4 became the best-selling console of 2016
Campaign Description:
We gamified a single Facebook comments feed, turning it into a real-time, mobile response campaign.
Synopsis:
There were still some gamers who hadn’t upgraded to a PS4. We wanted to remind them of their past achievements and inspire them to continue their quest for greatness.
Execution:
We launched a film on Facebook featuring a king. Hidden in it were over 100 Easter eggs. These were virtual treasures from PlayStation games that we made into real, covetable items. When gamers found them, they commented. To their surprise the king responded, rewarding them with the actual treasure they found. A full team worked behind the scenes to reach gamers on Facebook Messenger, getting their addresses to immediately send them their treasure. Response films were personalized to the gamer, showing their items being boxed up and sent to their home. Direct mail treasures were wrapped in velvet bags, placed in straw, tied with rope and feathers, wax sealed and finished off with a personalized note from the king. For four days the king sent out over 300 treasures to gamer’s homes. The king’s guard were then deployed to deliver some in person. Live vertical videos captured gamers reactions.
Strategy:
When PlayStation puts new content out in the world, gamers turn to their phones to devour it. They analyze every detail and race to call out their discoveries in the comments feed. We wanted to reward that passion?