| Title | Xbox Ambush |
| Agency | Tequila\ |
| Campaign | Xbox Ambush |
| Advertiser | Sony Corporation of America |
| Brand | Sony PlayStation 2 |
| Posted | July 2003 |
| Product | Playstation 2 |
| Business Sector | Video Games/Consoles |
| Story | PlayStation ambushed the XBox console launch in Australia within the online environment by running a banner campaign featuring the XBox's much feted X and using it as part of the iconic PlayStation symbols. This creative was run next to news stories on websites about the XBox launch. |
| Philosophy | Whybin Lawrence TBWA & TEQUILA\Sydney saw an opportunity to ambush the XBox campaign within the online environment. A strategy was developed to negotiate placement of towers and banners within areas containing reviews of the XBox launch and run a creative execution that reflected the core brand personality of PlayStation - cheeky & irreverent. A grafitti style banner campaign mimicking the Microsoft console's much feted X and using it as part of the iconic PlayStation symbols was created and run. |
| Problem | The highly publicised Microsoft XBox console was launched in the Australian market in March 2002 amid a huge advertising spend and reviews in various media including online news environments. |
| Media Type | Digital |
| Market | Australia |
| Creative Director | Chris James |
| Copywriter | John Skinner |
| Art Director | Christian Finucane |
| Agency Producer | Peta Seide |
| Illustrator | Jon-Paul Jacques |
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