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PlayStation
Clear, measurable objectives and outside-the-box thinking delivered immediate sales and long-term customer growth during a competitive retail period.
average weekly sales
average weekly sales
new-to-brand customers
Campaign Background and Objectives
Sony's campaign objectives were clear and measurable for immediate sales and long-term customer growth during a competitive retail period. Objectives included an ambition to acquire new customers by targeting untapped audiences and engaging customers above the line (ATL) to strengthen brand recall and customer affinity. Sony was keen to cut through the noise of Black Friday by thinking outside the box, focusing on awareness, engagement, and conversion.
Gaming over-indexes significantly in online penetration versus BIG W overall (26% penetration vs 10-12%).
Gaming customers are highly engaged online, spending an average of 17 minutes or more browsing.
74% of customers research products online before buying in-store, highlighting the need to integrate online information with in-store sales.
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Solutions and Results
Sony successfully leveraged an insight-led, full-funnel strategy during Black Friday, combining data-driven targeting (EDR audiences) for acquisition with high-awareness ATL activity (Retail OOH & YouTube) to boost brand visibility. They also highlighted competitive pricing, acknowledging that 74% of customers research online before in-store purchases. This omnichannel campaign used ATL, in-store, and digital assets, including proximity targeting for OOH screens and evolving YouTube targeting with behavioral insights to reach Woolworths customers. This set a benchmark for creative excellence and media innovation at BIG W. The project exemplified true partnership and collaboration between Sony (brand and trade teams), Cartology, and BIG W. This integration ensured consistent messaging throughout the customer journey, leveraging the right media assets to connect with customers at every touchpoint.
Excellent collaboration and execution led to strong customer outcomes, delivering short-term sales spikes and long-term customer growth during a competitive retail period.
• +491% average weekly sales (vs STLY).
• +209% average weekly sales (vs pre-campaign period).
• Acquired 20K new-to-brand customers.
• +38% customer growth.
• Online sales contributed 46% of sales across the campaign period.
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