LADbible Group win Commercial Campaign of the Year for their PlayStation 5 Play Day

PlayStation and Mediacom partnered with LADbible Group, to mark the biggest moment of the decade in gaming; the launch of the PS5.

We needed to create an iconic and unexpected moment that achieved PlayStation’s objectives of winning at both gaming and culture, whilst embodying PlayStation’s mission; ‘Play Has No Limits’.

Working with our Data, Intelligence and planning team, we learnt that 1/3 of Brits would consider taking a day off to play their new console [OnePulse Poll, Aug 2020] LADbible Group did something they’d never done before and launched a nationwide Play Day! Giving our 300+ members of staff a day off to play PS5 and pausing usual editorial across our five key brands. We inundated social news-feeds with unmissable, standout posts, landing the message that ‘All of LADbible have the day off, sorry. We figured they’d just be playing PS5 anyway.’

This channel-wide PlayStation blackout gripped the audience’s attention; the 24-hour campaign reached over 24m people, received over 167k engagements and over 30k entries to the giveaway. This iconic moment rallied the audience into joining in, with 95% claiming they wanted to buy a PS5 and 64% saying they would take a day off to play.

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