A closer look into Sony’s PS5 marketing strategy as it delights Londoners weeks before Black Friday
Sony has been teasing its fans about the launch of its PS5 console for a while and finally, just weeks before BlackFriday, the PS5 is here. The product launched on 12 November 2020 in the US and then followed in other parts of the world by 19 November 2020.
While critiques have been very complementary of the enhancements to the console and Londoner’s loved its creative advertising, let’s take a moment to explore ideas behind advertisements.
Eric Lempel’s Promise
Rumours regarding the PS5’s launch go as far back as 2017 when fans were lining up at stores. Later, in an interview with Geoff Keighley, Sony’s Eric Lempel dispelled the rumour promising ‘we’ll let you know…it’s not going to happen at a minute’s notice.’ If the recent adverts are anything to go by, Lempel has truly delivered on this promise.
Sony’s entire campaign pivots on the human spirit of exploration with top adverts reminding us that exploration is in our DNA.
Featuring adventurers such as Amelia Earhart, first female aviator to fly solo across the Atlantic Ocean and Mae C Jemison, the first black woman to travel into space on space shuttle named Endeavour, the adverts pay tribute to their spirit to discover the unknown, ‘see what’s never been seen and hear what’s never been heard.’
‘Ultimately we chose to spotlight these groundbreaking explorers,’ said Lempel, in an interview with Business Insider.
The theme aligns fully with the added features to the PS5. Here in this little clip, you can explore the added adventure that new features such as haptic feedback, 3D audio and adaptive triggers will afford to the fans!
The Recent Adverts
The projections kicked off in California on 12 November 2020 and after being showcased in 25 locations, including Tokyo, New York, Auckland, Seoul and Dubai, they culminated at London’s famous Piccadilly Square on 19 November 2020.
Also, as part of the campaign, they delighted commuters with PS5’s adverts at the London Underground and that on a lockdown morning in Central London by replacing the iconic roundels with the PS5's shapes.
You might have thought that given the lockdown and reduced footfall particularly in central london, they might have picked virtual options such as maybe partnering with Google’s iconic logo. But given the entire spirit of exploration, this totally makes sense and that too, at the footsteps of Microsoft’s flagship Oxford Street Store.
As per the brand’s own tweet, they gave the Oxford Circus signs an upgrade taking it from one iconic shape to four using the four shapes from PS5’s DualSense controller.
And fan’s are lapping it up. While we’re here, have a look at this one!
Although the signage lasted only two days, a few stations have been renamed as part of the same campaign and those will last until mid-December.
Mile End station is now being rebranded Miles End, in a nod to Marvel’s Spider-Man: Miles Morales. Lancaster Gate is being rebranded Ratchet and Clankaster Gate, Seven Sisters transformed into Gran Turismo 7 Sisters, and West Ham into Horizon Forbidden West Ham.
True to its promise and epic image, Sony seems to have pulled it off in style yet once again. On the other hand, fans haven’t disappointed either and are keeping a close watch for the best possible deals. If you’re one of them, then here’s a place to get you started on the games, accessories and more. Feel free to explore!
And for anyone wishing to believe that creative genius is just a moment of madness, hopefully this article offers some insight into the meticulous planning, structure and attention to detail that’s worthy of exploration.