PlayStation UK has, historically, created some iconic marketing campaigns, and its efforts with the PlayStation 5 were no exception. While lockdown threatened to disrupts its plans, the platform holder rebranded multiple London Underground stations – including Oxford Circus. Sure, coronavirus meant that less people were travelling across the capital, but the images still proliferated worldwide.
And that was enough to win the company an award from prestigious marketing and media publication Campaign. “While footfall may have been lower than planned, the resulting campaign, featuring an Oxford Circus stunt alongside game-related London Underground, station takeovers, delivered an astonishing number of organic impressions,” the site said.
Sony beat out brands like Natwest and Mitsubishi to win the Best Use of Experiential gong – an awesome accolade, and worthy recognition for an imaginitive campaign.