Showing Playstation what gamers really want

PlayStation asked Flamingo to develop the positioning for the PlayStation 4’s launch campaign across Europe.

We helped shape the proposition and inspired the creative territory by drawing insights from gamers and gaming experts, in person and online, to land PlayStation 4 as the cutting-edge console brand.

PS4 went on to outsell its main rival by four-to-one at launch, cementing its position as the leading Next Gen gaming brand. The advertising campaign by 180 Amsterdam went on to win the Grand Prix at the Euro Effies Awards 2014.

"Flamingo has been a trusted partner in developing the PlayStation brand insight work for over 15 years. Their team collaborated with our regional team to develop the PS4 launch strategy, concept and execution, which led to an incredibly successful campaign. Not only has PS4 grown market share but has also become the fastest selling console of all time, winning many awards including the EFFIE Grand Prix in 2014."
Usama Al-Qassab, VP Product Marketing, Playstation
Milly Liechti