PlayStation launched its latest brand campaign ”Feel it now on PS5” which aimed to convey all the emotions and excitement that a really good PlayStation game creates. With PlayStation’s connection to football games and culture, and with the understanding that the most exciting and stressful moments in a football match is the injury time minutes, we bought placements on all Allsvenskan matches in the last round from the 91st minute onwards where PlayStation dominated the digital signs around the pitch. As an example, just as IFK Göteborg missed a penalty that would make them stay in Allsvenskan, the screens around the pitch switched over to ”Feel it now on PS5”. A media booking never done before, and with a creative with messaging tailored to the injury time thrill while still being true to the central concept.

4 out of 5 playoff games went to extra time and in addition to being seen in packed stadiums, the games were broadcast live on TV and the creatives grew wings when they later were seen in all press coverage of IFK Göteborg managing to stay in Allsvenskan one more year.