PLAYSTATION - PROJECT: MEMORY CARD (Case Study) | Campaign скачать в хорошем качестве

PLAYSTATION - PROJECT: MEMORY CARD (Case Study) | Campaign

PLAYSTATION - PROJECT: MEMORY CARD (Case Study) | Campaign 1. Background Born in Japan in 1994, PlayStation has pushed the boundaries of play and evolved into a boundless and inclusive platform where countless and diverse games and players collide, staying true to its tagline, “Play Has No Limits.” As a result, it has played a key role in shifting the perception of gaming from a niche and geeky subculture into a pop culture that connects more people through playing, streaming, and watching. To mark its 30th anniversary in 2024, we set out to develop a Japan-based campaign to ignite a memorable cultural moment that pushed the boundaries of Japan’s gaming community itself, transcending generations, cultures, play styles, and fandoms, and connecting old and new generations as well as hardcore and casual gamers. Rather than celebrating brand history, we decided to focus on player culture, aiming to reimagine PlayStation’s identity as more than just a gaming platform, but as a cultural platform where play, creativity, and communities intersect and inspire, both within and beyond the world of games. 2. Creative Idea To honor the memories of players, we decided to revive and reimagine what could be no better symbol of PlayStation’s legacy. Project: MEMORY CARD was a boundless and inclusive 30th anniversary campaign designed to co-create emotionally charged music-driven entertainment with communities and celebrities, by booting up shared memories of play. The project was activated through three key partnerships with players across Japan, a top music artist, and leading gaming influencers, weaving a collaborative journey: unforgettable memories collected from real players inspired the creation of an original anthem by one of Japan’s most celebrated artists, which in turn sparked a branded entertainment film starring modern gaming celebrities. By triggering a ripple of emotion, creativity, and community, we aimed to transform a brand campaign into a memorable cultural moment that celebrated unforgettable gaming memories across boundaries, from creators to everyday players. 3. Insights & Strategy What connects and resonates with players across generations and communities? We focused not on iconic characters or famous cutscenes, but on the unforgettable memories forged through countless hours immersed as heroes in extraordinary worlds. Racing freely through vast open worlds, joyfully dancing with fleeting companions, or anxiously facing an impossibly strong final boss—these emotional moments along the journey are shared memories that stay with us longer than any other form of entertainment. Rather than celebrate the evolution of PlayStation, we chose to honor the universal memories of players themselves, deepening empathy and expanding the circle of shared resonance. 4. Execution Project: MEMORY CARD unfolded in three phases. First, on December 3, the exact date of PlayStation’s 30th anniversary, we unveiled key art featuring a reimagined memory card, inviting players to share their #MemoryOfPlay: unforgettable gaming experiences they wished they could replay for the first time, generating over 26,000 posts. Next, we partnered with YOASOBI, a chart-topping music duo known for turning stories into hits with over 1.1 billion total streams, to create an original anthem titled “PLAYERS,” inspired by these authentic player memories. Finally, we launched a 123-second branded entertainment film featuring “PLAYERS,” starring three of Japan’s most beloved gaming influencers as voice actors: Usada Pekora (VTuber, 2.7M subscribers), Kiyo (game streamer, 5.2M), and Nanase Nishino (actor and passionate Monster Hunter fan). The film follows four characters—three inspired by the cast and one imagined—each representing △〇×□, on a boundary-breaking train journey to a new station, sparked by the memory card. 5. Results The Project: MEMORY CARD campaign—fueled by a chain of inspiration and shaped by collaboration—was met with overwhelming positivity. The campaign sparked widespread conversation across multiple elements, including the visual appeal of the reimagined memory card, the emotional power of the shared memories, the impact of the music, the casting of VTubers and streamers as voice actors, the character design, and the quality of the animation. The launch post of the film on X earned over 190K likes, becoming the most-liked post in the history of the PlayStation Japan account. YOASOBI’s anthem “PLAYERS” also reached No.1 on both iTunes and Spotify. Across the campaign, we achieved over 1.63 million engagements and over 164 million impressions. By connecting diverse audiences and creative communities, the project succeeded in creating a memorable cultural moment that resonated across generations and player types. Credits: Agency: Six Inc. / Tokyo; HAKUHODO / Tokyo Production Company: GEEK PICTURES / Tokyo Post Production Company: JITTO INC. / Tokyo