Eager to announce the long-awaited restock of the industry leading PS5 console, Playstation approached Acast to advertise on their network to directly engage their target audience. But when your product is a cutting-edge experience, it can be difficult to find a way to communicate that experience accurately to potential customers.
The Brief
The Solution
Partnering with Creative Fix Audio, a decision was reached to produce a rich package of immersive audio products designed to instantly transport the listener to the lush worlds of several PS5 exclusive gaming titles, surrounded in three dimensions by fantastic, otherworldly atmospheres and high impact, exciting sonic activity. These included straightforward direct CTA adverts, as well as integrated, narrative driven Sponsored Stories as embedded features during notable podcasts.
For example, CFA enlisted the talent of Paul Verhoeven – trusted host of the Acast branded LOOSE UNITS podcast – to develop an engaging, playful script taking place in the fictional, post-apocalyptic world of HORIZON: ZERO DAWN, in which Paul voices a LIVE FROM PS5 news anchor reporting on the latest breaking news from the world of Playstation; an elegant tie-in to the LIVE FROM PS5 campaign brief set out by Playstation.
Using this as a launch pad, design began on the sonic elements to build out a vivid, highly engaging audio environment, incorporating both bespoke design elements and choice in-game assets to surprise, thrill, and recognise the target audience.
Taken together, the combination of trusted podcaster, authentic target-audience recognition, and cutting-edge sound design was an undeniably powerful way to directly communicate Playstation’s message in an entertaining and memorable way.
