Sony PS4 Pro: TNT Play Football Party

Dmitry Anureev

PlayStation (PS), the console brand owned by Sony, sought to boost sales in Russia by appealing to a younger audience through their interest in gaming and the upcoming 2018 FIFA World Cup.

Campaign details

Brand: Sony PlayStationBrand owner: SonyLead agency: MediaComCountry: Russian FederationIndustries: Gaming hardware & softwareMedia channels: Competitions & contests, Livestreaming, Online display, Social mediaBudget: Up to 500k

Executive summary

PlayStation is a market leader in the console segment in Russia, though it has an ambition to grow its share and sales year on year.

2018 was the year of the FIFA World Cup – and it happened in Russia where everyone was mad about football.

As a part of an ambitious growth plan, Sony PlayStation managed to...

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