Case Study: PlayStation drives record-breaking God of War Ragnarök sales with MOCEAN's humor-led campaign

Playstation drives 5.1 million God of War Ragnarök sales in 5 days with MOCEAN

The customer, PlayStation, faced the challenge of launching the highly anticipated game God of War Ragnarök and living up to the success of its predecessor. The vendor, Mocean, was engaged to develop a campaign strategy. Their research uncovered a surprising fan insight: the relatable struggle of Kratos, the game's protagonist, in raising his teenage son.

Mocean's solution was to pivot the campaign's tone to humor, focusing on the relatability of parenthood. They created a series of celebrity-focused spots, including a national TV ad and social content featuring real-life father-child duos like the Stillers and the Jameses. The results were record-shattering: the game sold 5.1 million copies in its first five days, becoming PlayStation's fastest-selling launch, and reached 11 million sales in three months. The campaign also garnered tens of millions of views and 93% positive sentiment.

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