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PS4 Launch - THIS IS FOR THE PLAYERS
RAN IN: United Kingdom, France, Spain, Australia
Sony Computer Entertainment Europe
Adam Grant, Senior Product Manager
Usama al-Qassab, VP Product Marketing
Isabelle Tomatis, European Marketing Director - Brand Hardware and Platforms
Jonas Vail, Strategic Planning Director
Al Moseley, Chief Creative Officer & President
Ed Ryder, Art Director
Martin Terhart, Creative Director
James Jennings, Executive Director
Lee Moran, Managing Partner
Sam Blake, Digital Director
The launch of PS4 and Xbox One was set to be a modern-day David and Goliath. With Microsoft reaching into its deep pockets to outspend PlayStation in all markets, PlayStation needed to to outsmart them if they couldnt outspend them which Microsoft did by nearly 50%. However, the campaign helped PS4 surpass its awareness and market share objectives, leaving Xbox with significantly less market share globally. The campaign also helped PS4 overshoot both its value and volume sales objectives by 20%, to become the fastest-selling console ever.