Sony Interactive Entertainment Singapore

The objective

Raising awareness of PlayStation®5 brand messaging among Gen Z audience

For the strategic re-launch of PS5® brand messaging on a global scale, Sony Interactive Entertainment Singapore aimed to cultivate brand momentum and preference among the dynamic Gen Z audience. TikTok emerged as the central platform for audience engagement and virality, with its strong presence among the Gen Z demographic.

Sony Interactive Entertainment Singapore's Key Performance Indicators (KPIs) underscored the importance of virality, generating buzz, and achieving a significant brand uplift. With the heightened awareness, Sony Interactive Entertainment Singapore intended to foster consideration and ultimately, propel the sales of PlayStation 5. TikTok campaign was conducted across 4 markets: Singapore, Thailand, Philippines, and the campaign's key market - Malaysia.

The solution

Creating buzz around PlayStation 5 with Branded Effect

Sony Interactive Entertainment Singapore partnered with TikTok to produce Branded Effect that can be widely used and loved by creators. The Branded Effect was designed to give an option to creators to select an emotion they would like to express among Curious, Love, Fearless, and Joy - which resonate with the brand messaging. With the Effect, the campaign grabbed the users' attention, prompting them to explore the content, and showcased the fresh brand messaging "#FeelItNow on PS5". TikTok video using the Branded Effect was also used as creative for Sony Interactive Entertainment Singapore's Out-of-Home (OOH) campaign.

Videos of TikTok creators using the Branded Effect were leveraged for the Reach & Frequency campaign as well. These creatives included links that directed users to the Branded Effect creation page to increase traffic and to encourage users to engage with the campaign by creating their own videos using the Branded Effect.

TopView was also leveraged to raise awareness of PlayStation 5's refreshed brand messaging and to further promote PlayStation 5 which can help drive sales. Creative for TopView featured multiple first-party IPs including God of War, Marvel's Spider-Man, and Returnal to effectively captivate the audience's attention when they first open the TikTok app.

The results

Successfully achieving significant lifts in ad recall and favorability

In the campaign's key market Malaysia alone, Feel it Now on PlayStation 5 Branded Effect was played 474,351 times and 2,773 videos were created using the effect during the 12-day campaign period, making the campaign one of the most successful TikTok campaigns in Malaysia. Also the number of TopView videos that were viewed from the beginning to the end were 45% higher than the benchmark, demonstrating the effectiveness of the TopView creative and the audience's interest in PlayStation 5.

Furthermore, the Brand Lift Study conducted after the campaign revealed that the ad recall saw 7.6% lift and favorability saw 4.6% lift. This shows that the campaign successfully met Sony Interactive Entertainment Singapore's KPI: to achieve significant brand uplift.

“PlayStation” and “PlayStation 5” are registered trademarks or trademarks of Sony Interactive Entertainment Inc.