The Chain of “Likes” Creates a Brand.

INSPIRATION from PlayStation®︎ — Sparks of Insight —

Sony Interactive Entertainment Inc.

For Generation Z, PlayStation®︎ has yet to become a fully “push-worthy” brand. LampTokyo took on the challenge of building a new relationship with PlayStation®︎ by conveying the “excitement” and “insight” brought by gaming through the lens of “someone’s likes” that resonate with Gen Z.

ISSUE 課題

  • PlayStation®︎’s contact frequency and awareness among Gen Z remain low, excluding it from the “console choices” considered
  • Compared to Switch and mobile games, the reasons to “push” PlayStation®︎ are hard to communicate
  • Promotional campaigns alone face limits in increasing playtime and the number of titles played

STRATEGY 戦略

Brand Engagement Design Rooted in “Oshi Culture” (Fan-Pushing Culture)

＜Objective＞

To evoke “interest” and “affection” for PlayStation®︎ (PS5) among Gen Z and foster long-term brand relationships.

＜Approach＞

  • Focus on the “AI” (Attention & Interest) phase of the AIDMA model
  •  Deliver shared empathy for gaming experiences’ “excitement” and “insight” through social media and “oshi culture”
  • Leverage the emotional chain of “If someone I like likes it, then I want to know it too”

PLANNING 企画

Inspiration Born Where “Likes” Intersect

A series of interviews featuring artists who enjoy overwhelming support from Gen Z, sharing the “insights” inspired by their PlayStation®︎ gaming experiences.

Featured Artists and Highlights:

  •  Avu-chan from Queen Bee + Ryugujo
    Passionate cross-talk about costume and song production themed on ‘Juri’ from Street Fighter and their love for fighting games
  • Umeda Cypher
    Behind-the-scenes story of ‘CONTINUE,’ the theme song for EVO Japan 2024. An interview and music video exploring respect for games and creative fusion
  • Okazaki Taiiku
    Special video sharing how classic and latest games influenced his gaming experience and music

CREATIVE クリエイティブ

PlayStation®︎’s Appeal Reconstructed Through Artists’ Perspectives

  •  A triad story structure combining gameplay footage, authentic artist narration, and music
  • Fully original video worlds tailored to each artist’s personality
  • Remix-style use of PlayStation®︎ sounds such as startup and effects
  •  Umeda Cypher’s “CONTINUE” MV featured at EVO Japan 2024
  •  Interviews and SNS videos by the three artists garnered over 3 million total views

ROLL 担当領域

  • Marketing strategy development
  • Brand engagement design
  • Branding and promotional planning targeting Gen Z
  • Interview and video企画 direction
  • Promotional video企画 production
  • SNS viral spread strategy
  • Music video企画 production
BACK

“好き”の連鎖が、ブランドをつくる。