The elevator pitch:

This is the story of how PlayStation North America came from having the lowest install base, in third place to win the launch of the 8th generation gaming console war. Despite being significantly outspent by the competition, PlayStation was able to pull off the fastest selling launch in console history. We did this by recommitting to core gamers in everything we did, building momentum early and martialing all our resources behind a single idea: Greatness Awaits.

The task: take PlayStation back to #1

In 2013 our task was to launch the PS4 console and to return PlayStation to #1 in the console market.

It was crucial to win at launch. A launch can make or break the brand across the entire generation of the console. To win the hardware race sets you up to win software sales - which drive revenue, and the early adopters who buy at launch are the highest lifetime value consumers.

But the 2013 PS4 launch would be especially challenging because:

? PlayStation was behind on all predictive measures

? Gamers had switch out of their current console for PS to get to #1

? PlayStation would be significantly outspent in marketing

? Our platform and our key competitors’ had comparable titles and features

The central pillar of our strategy: recommit to gamers

Right from the moment we announced the launch, every single action we took spoke to the fact that PlayStation is ‘for gamers’.

- we found an idea that spoke to the central truth of why console gamers game : ‘Greatness Awaits’

- we martialled the whole brand (software and hardware) behind this single idea

- we ‘pre-launched’ to the heartland base, ensuring momentum long before we could be outspent

The results:

Despite being significantly outspent, in 6 months the PlayStation Brand reversed over 6 years of decline, finally passing our closest competitor in terms of momentum. PS4 won the valuable and influential early adopter audience, regaining #1 place, and reversing key brand metrics: console potential, purchase intent , brand momentum and branding . The PS4 became the fastest selling console launch in history.