19m online impressions in 48 hours

INSIGHT
CURB was tasked by Manning Gottleib OMD and Talon to create an iconic launch activation for PS4 and deliver an idea that would amaze the entire country. The idea had to be big, bold and generate national and international news coverage around the launch of the PS4 and a defining PR blow in the battle for conversation, buzz and sales with XBOX One. The marketing director of Sony Entertainment summed it up with a one sentence brief:
“Give us an idea good enough to make it onto the wall of Sony’s Chairman in Japan… something totally iconic”

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IDEA
Our solution was to rebrand one of the most iconic buildings in London for the first time in a hundred years using the PS4 control pad symbols on the iconic OXO tower. In less than 3 weeks we sold in the idea, planned the build, secured the landlords permission and created an engineering masterpiece that would safely allow us to physically rebrand 3 of the iconic OXO Tower facade. The installation required a unique approach to architectural engineering with 12 pre-fabricated aluminium panels wrapped to exactly match the windows and a world class neon team who could build lighting on the panels which would perfectly match the existing OXO lights and create an installation that would be visible for 5 square miles.

IMPACT

  • Widely regarded as one of the greatest gaming launch stunts ever delivered PS4 OXO generated astronomic amounts of noise, coversation and PR within seconds of the lights being switched on.
  • Over 500 national and international publications ran the picture story including the Sun, the Independent and Mail online.
  • With no promoted support, the OXO Tower takeover generated over 35million Twitter impressions in under 24 hours.
  • With no promoted support, the OXO Tower takeover generated over 35million Twitter impressions in under 24 hours.
  • The PS4 delivered 500,000 sales by Christmas, outstripping XBox One by nearly 170,000.
  • Across the entire event, 8 million people saw the two giant digital screens
  • Amazingly the ITV News team broadcast the PS4 tower in the backdrop of the newsroom every night it was live to over 1m viewers a day.
  • OTS on the ground circa 3,000,000.
  • “It was amazing and to turn it round so quickly was incredible,” Murray Parnell, Marketing Director Sony Entertainment.