News

PlayStation4 gets its UK debut via DOOH

June 11, 2013

PlayStation4, Sony's newest — and most anticipated — game console has debuted, and British commuters in London, Birmingham, Manchester and Leeds were among the first to get a glimpse, courtesy of digital out-of-home network Ocean Outdoor.

Sony ran its PlayStation4 campaign in major U.K. cities using signage along roadways and in commercial districts. Images of the game console's design began running at 6:00 a.m. local time, just a few hours after the PlayStation4 received its official unveiling at a gaming industry conference in Los Angeles.

A teaser campaign with the tag line "We'll see you in the morning" was deployed during rush hour the night before at the same Ocean Outdoor sites.

The new PlayStation4 DOOH campaign was planned and coordinated by Manning Gottlieb OMD with bookings by Talon Outdoor. Creative came from Drum and Lick.

"This is a genius use of premium digital outdoor to herald one of the most anticipated launches in the home entertainment sector of the year," said Ocean Outdoor Account Director Rob Hesketh in a statement.

Read more about DOOH advertising.

(Photo: Ocean Outdoor)