Bravia vs PS3

Bravia vs PS3 Website

TCO where engaged by SONY to create and produce the lead above-the-line creative for Sony’s latest xmas promotion - which sees 25000 PS3 slims being given away with every Sony Bravia purchased before christmas.

Off the back this success, TCO was invited to create a viral piece for the campaign. The aim – raise awareness and create hype & conversation about the upcoming promotion within the gaming and home entertainment community.

TCO developed the concept of ‘PS3 vs Bravia’ playing on the main promotional hook. The execution saw a SONY PS3 being propelled at 80km/hr into the screen of a brand new SONY BRAVIA - all captured on specialist slow motion cameras.
As part of the conception and development process TCO has worked alongside Sony’s PR team on the seeding strategy for the content.

Two bloggers were invited to witness the filming of the viral, at a automotive crash testing facility in Melbourne, and were placed under an embargo until launch.
A broader entertainment & gaming editorial & blogging influencer network were invited to an exclusive online viewing event. As part of their exclusive invite they were even sent a piece of the broken Bravia and PS3 to heighten intrigue!!
Once released the content amassed 180k views in just 24 hrs. After 36 hrs it had two editorial placements on the global homepage of youtube. After 48hrs it had become australia’s #1 most discussed and #1 most favourited video in the past month. #2 in Russia, etc etc.
72hrs after its launch it has achieved over a million views and its still going strong…