WINNER: Launch of PS4
Fever
Fever set out to demonstrate that PlayStation had got its 'swagger' back for the launch of the PS4 in 2013. It needed to steal the media spotlight away from Microsoft's Xbox One, which was launching the week before. On 14 November, a picture story in Metro hinted that London's OXO Tower was to be given a special makeover. Similar images were seeded via Twitter. By the time the lights switched on to reveal the PlayStation circle, cross, square and triangle, there was more buzz around the stunt than the seven-figure PS4 US launch taking place in Manhattan. That same evening, Fever hosted a preview event for celebrities and media at the OXO Brasserie.
Pre-orders jumped by 12% week on week following the stunt, and by another 21% following the retail launch activity. By Christmas, the PS4 had outsold the Xbox One by 166,000 units.
Highly commended: Tricker PR - The Choir of Davids
Finalists: Heart Productions - Xbox One UK Launch.
GMR Marketing: Uigeadail, The Untamed Spirit of Islay.
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