Game On

PlayStation goes next-level with BIG W customers

The lead up to Christmas and the Summer school holidays is a key time in retail, but for brands, being seen and heard over the roar of a competitive marketplace in busy periods can be tricky. It was this challenge that led PlayStation to connect with Cartology in 2022.

To ensure the brand had cutthrough and engagement, PlayStation knew that generating brand awareness among BIG W shoppers was key to ensuring the PlayStation brand was top of mind when customers were looking to take their gaming to the next level.

The Mission Gamers don’t play around when it comes to new games and the latest tech, so with a new generation of PlayStation console on offer (the PS5) and a raft of new-release games, there was a lot for customers to get excited about. The campaign objective was to target both existing PlayStation fans as well as attracting new customers to the brand.

The Game Plan Cartology’s solution was to develop an impactful and visually engaging retail media mix for PlayStation in order to generate maximum brand awareness both in-store and online, with a focus on key product and seasonal promotions to inspire and educate customers as they began their shopping journey.

Leveraging impactful and animated brand creative for front of store screens and a department landing page takeover on the BIG W website, customers who were looking to upgrade their gaming, or Mariojump into PlayStation for the first time, couldn’t miss the great PlayStation deals on offer.

NEXT-LEVEL RESULTS!

The PlayStation campaign results were a win, not only meeting but exceeding client expectations.

+81% new to brand customers

280% customer growth

11.4% screens store uplift CTR online

1.18%

Source: BIG W Transaction Data