PlayStation invites Kiwis to ‘Unlock Their Colour’ in latest campaign via TBWA’s Eleven PR

Fans of PlayStation and multiplayer gaming are being invited to ‘Unlock Your Colour’ in the latest creative campaign by TBWA’s, Eleven PR.

Developed in collaboration with Phantom Billstickers and MediaCom, the campaign sees street posters across Auckland, Wellington and Christchurch transformed into live DualShock4 Wireless Controller displays that offer passers by the opportunity to take home one of their very own colourful controllers.

But there’s a catch, the controllers are locked in specially designed acrylic boxes fixed to the wall and only accessible using codes released on PlayStation’s Instagram page via Stories.

Currently in market and running until Saturday, November 23, each poster has six controllers up for grabs with codes released throughout the day. It’s first come, first served, choose the right box and use the correct code to win.

Long queues have been forming all week beside the posters as people await their turn to try and ‘Unlock Your Colour’.

Designed to raise awareness of the variety of DualShock 4 Wireless Controller colours available in the run up to Christmas, the integrated campaign pulls together elements of PR, owned social, influencer marketing, out of home and design.

Says Angelina Farry, managing director at Eleven PR: “The ‘Unlock Your Colour’ concept hails from the idea of encouraging PlayStation fans to play in their own style with a colour that suits their personality.

“We realised that to communicate the vividness and variety of colours available consumers needed to actually see the product, a picture in a magazine just wouldn’t cut it.

“We developed the lock box concept as a way of solving that, then added a layer of gamification to appeal to a social audience. The idea unites the physical and the digital in a way that’s rarely done.”

Krister Robinson, head of marketing at PlayStation NZ says the DualShock 4 Wireless Controller is one of PlayStation’s most popular products: “People love the variety of colours available, from limited edition colour release as well as our ever-popular core range.

“Whether through social media or on the street, this is a fun campaign that people have really engaged with. The posters really bring the offering to life.

“I’m stoked with how it’s turned out and the collaboration between the different agency partners has been impressive.”

Ben Stonyer, marketing manager at Phantom Billstickers, oversaw the build and worked closely with Eleven PR to realise their idea.

Says Stonyer: “We love working with agencies on new ways for their clients to use our real estate, it’s a challenge we always relish.

“Eleven PR approached us with the idea and we got to work straight away on a solve that satisfied all their requirements, including selecting the best sites for the activation and creative build.

“The result is pretty impressive and really stands out – kudos to everyone involved.”

Client: Sony PlayStation
Head of Marketing NZ: Krister Robinson
Agency: TBWA\Group NZ, Eleven PR
Supporting partners: Phantom Billstickers and MediaCom