Client: PlayStation UK
Project: Uncharted 4 launch campaign
Key features - Launch strategy, Key art development, Print and Digital outdoor, campaign rollout.
One of the most anticipated software launches of all time deserved a campaign that stood out in the crowded landscape. Working with the team at PlayStation UK, 20Ten developed the launch campaign strategy for the release of Uncharted 4. The initial proposal document set out core-facing ideas and also how we as a marketing team approached every part of the release, including what media was going to give us the best return, making sure every facet of the end result was consistent. From here, new art was developed purely for the campaign and bespoke items – including conceptual editorial cover wraps and limited edition art – were added to the rollout, resulting in an exciting retail activation.