Agency: Red Consultancy
PlayStation partnered with Transport for London for a PR-led integrated execution that drove mass consumer awareness for the UK launch of the PlayStation 5.
A genuine cultural cut-through moment was created by taking the world-renowned London Underground sign and pairing it with PlayStation’s own brand iconography: the four shapes - triangle, circle, cross and square.
The image reveal generated delivered 986m+ media impressions; it trended on Twitter, generating over 106m impressions within 24 hours; and was the lead story on Reddit. This contributed to PlayStation having the most successful UK console launch of all time and achieving a 69% market share.