PlayStation last night took over the OXO Tower to celebrate the launch of its PS4 using its iconic circle, cross, square and triangle symbols.
Using the trademark colours of the symbols, the campaign launched last night, having been planned and bought by Manning Gottlieb OMD.
The agency worked with and Fever PR, with the support of Talon Outdoor’s strategic partnership with Curb Media to complete the build.
James Thompson, comms planning director at Manning Gottlieb OMD, said: “The launch of the PS4 is a huge moment for the gaming industry, and more importantly, for gamers. Working with Curb and Talon we scoured the country to find a bespoke build location capable of living up to this iconic moment. Combining the power of the OXO iconography with PlayStation’s famous symbols was an ambitious task, but the result is an epic piece of statement outdoor truly befitting of the launch.”
The OXO Tower transformation took place over a four-day period and saw a team of six abseilers scale the tower from heights of 58 metres to secure the symbols.
Murray Pannell, PlayStation’s marketing director, added: “The PS4 has now officially launched in the US and the countdown to the UK retail launch has commenced. Excitement from gamers across the country is beginning to hit fever pitch, and we wanted to kick-start the countdown with a bang to highlight that next generation gaming has now landed for the great British public to enjoy.”
The PlayStation4 launches in the UK on 29 November.