Launching the PS5 in the same month as competitor console, the Xbox Series X/S, meant that our activations had to win over core gamers and mass consumers alike to generate consumer preference.

We had to deliver the right balance of convincing committed gamers to choose PlayStation whilst signalling to the wider market that the brand was the major player in the console space.

So during UK launch week, we took the London Underground sign and paired it with PlayStation’s brand iconography.

Oxford Circus Tube roundels above and below ground were reimagined to feature the four PlayStation shapes.

Four other London “Punderground” stations were taken over by games:

• Mile End to Miles End in a nod to Marvel’s Spider-Man
• Lancaster Gate to Ratchet and Clankaster Gate
• Seven Sisters to Gran Turismo 7 Sisters
• West Ham to Horizon Forbidden West Ham

The dramatic images captured the importance of the launch and grabbed media and consumer attention.