Playstation Australia Launches Earned-First Campaign Spruiking VR Gaming, Via Poem

Playstation Australia Launches Earned-First Campaign Spruiking VR Gaming, Via Poem

To accompany the launch of the new virtual reality PlayStation VR2 headset, creative PR agency Poem created an earned-first campaign featuring Aussie comedians, TV, and social media stars, Aunty Donna.

In the skit, Aunty Donna’s Mark Bonanno show offs the new PlayStation VR2 to his mates, Zach and Broden, and have them play Horizon Call of the Mountain but realises he has double-booked them and only has one headset. Hilarity ensues.

The product’s hardware and software are spruiked in a social-first video featuring TikTokers Fairbairn Films, as well as in videos with VR expert, Naysy.

Patrick Lagana, director of marketing at Sony Australia said, “The new PlayStation VR2 offers never before seen levels of immersion. Everyone at PlayStation is incredibly excited about this product. Our challenge was gaining cut-through with Aussies who may have never tried virtual reality before, while conveying the innovative features and key benefits of PS VR2, like incredible visuals, eye-tracking and 3D Audio. We couldn’t have found better partners in Aunty Donna and Fairbairn Films who both have a genuine affiliation with the brand. They captured the spirit of PlayStation perfectly with content that really resonated with our local audience”.

Poem co-founder and ECD, Matt Holmes added, “With PS VR2, you can have the ultimate immersive entertainment experience, unlike anything you’ve experienced before. However, seeing is believing with VR and the emotional triggers when using it can only truly be experienced first-hand, which for logistical reasons and the objective of mass reach, rules out many comms tactics. PlayStation Australia and Aunty Donna have history after some classic Twitter banter in 2022, so we thought who better than the awesome comedy group to lead our content campaign to deliver a bunch of key messages in an un-advertising way that was completely true to their style. The response from the PS community has been brilliant.”

Campaign Credits

  • Client: PlayStation Australia
  • Creative: Poem
  • PR, Influencer and Social: Poem
  • Content management: Poem Studio
  • Aunty Donna production: Haven’t You Done Well Productions
  • Media: EssenceMediacom



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