Ghost of Tsushima launch using mobile and programmatic OOH



For the launch of their latest PS4 game, Ghost of Tshushima, Sony PlayStation Belgium wanted to build a campaign that targeted their key audience of console gamers directly, to raise awareness of the IP and drive sales.


Through the use of smart programmatic OOH planning, VIOOH and partners JCDecaux, MediaCom, Outsight and Outmoove, created a groundbreaking campaign that was the world's first DOOH campaign to use mobile segments to target audiences programmatically. With Adsquare, over 250,000 mobile IDs were identified that segmented users as console gamers, which were then married up to specific DOOH screens that the campaign was triggered to run on automatically when the user was in close proximity, to get a high hit rate of target audiences and relevance.


The results were amazing: the awareness for Ghost of Tsushima's IP in Belgium went up by 28.6% vs 1 month before the release, and, 4 weeks after Ghost of Tsushima's release, 66% of Sony PlayStation Belgium's full year sales objective was reached (vs. 42 to 46% for similar IPs)!

Website Menu