Campaign Key Visuals | In-Store Poster| IG Stories | Social Content | Display Ads
The Challenge
Clients asked us to develop creative assets for a PlayStation4 CNY (Chinese New Year) sales promotion.
However, we think that gamers would be least excited about the promotion bundle and discounted offers of PS4. Most of them are still waiting for the launch of PS5.
The Insight
“Annoying questions from relatives” is one of the most popular social media memes before and during every CNY period.
What if?
We position PlayStation (regardless of its model) as a solution to escape from these awkward moments during CNY.
The Idea
Playstation is an instant solution to saving you from an awkward CNY situation with your elderly relatives.
We depict this result in four comical scenarios. We also turn these awkward moments into a series of satire names of the special promotion offers.
Turn the promotion offers into social media memes
Playstation offered numerous bundle specials for the CNY promotion.
Instead of giving each of them a regular promotion title, we played a tongue & cheek.
We named these offers after some of the most awkward questions commonly asked by many elderly relatives.
Finally, these funny satire names also became a social media sensation. People created their memes based on their personal experience.
We also depicted different comical and harmonised scenarios.
Each scenario shows how a PS4 at home can save the day from your relatives during CNY gatherings.
Everyone is free from generational conflict. Everyone is only focusing on playing PS4.
Product Range Video
Besides the primary console PS4, there were also peripheral products and accessories being sold during this promotion.
We developed videos with these featuring products, from static visuals to simple animation.
A similar version of the product range video was also developed into both a vertical and horizontal version.
The videos were widely distributed in various digital platforms.
Re-targeting Display Ads
The campaign didn't stop here. After generating awareness and driving traffic to the promotion website, a series of display ads were re-targeted to the engaged audience.
We rotated different creatives with various offers to keep reminding the audience about our promotion.
