PlayStation / Saudi Arabia, UAEDigital & Tech
Supply Chain Hurdles to Record Sales: PS5's Secret Formula.
With PS5 stock scarce, PlayStation used in-screen and in-image ad formats to reach young gamers exactly where they talk about games and push them to buy when units were available.
- Brand
- PlayStation
- Agency
- Smartifai
- Market
- Saudi Arabia, UAE
- Region
- GCC
The challenge
Supply chain problems left the PS5 hard to find in a competitive console market. Young, tech-savvy men wanted the console but often could not get one, and the brand needed every available unit to sell.
The idea
A tightly targeted digital campaign ran on Smartifai's technology, placing in-screen and in-image ads across gaming forums, social platforms and other digital sites to reach likely buyers. The entry lists Sony with Smartifai.
Results
- PS5 sales grew 210% against the previous period, according to the MMA Smarties case summary
- Store footfall rose 160%, according to the case summary
Case study source: MMA Smarties Source ↗
Awards
- MMA Smarties KSA 2023KSA – Real Time MarketingSilver
- MMA Smarties KSA 2023KSA – Product and / or Service LaunchSilver
- MMA Smarties KSA 2023KSA – Gaming, Gamification & E-SportsSilver
- MMA Smarties KSA 2023KSA – Data Insights / Contextual MarketingGold
- MMA Smarties KSA 2023KSA – Contextual and Geo TargetingGold
Credits
- Media placement
- Smartifai
- Media agency
- EssenceMediacom
- Media Manager, EssenceMediacom
- Waseem Al-Dada
