VUEING IS VERY DIFFERENT THAN VIEWING.
TO LAUNCH VUE, PLAYSTATION®'S NEWEST CLOUD-BASED TV SERVICE, THE MOST IMPACTFUL THING WE COULD DO WAS TO GET PEOPLE TO TRY IT FOR THEMSELVES.
We needed to let the 35 million US PlayStation® owners know it was already inside their console and establish a new behavior by changing what it means to watch TV.
Unlike other services, Vue is easily accessible and already waiting for PlayStation® owners. To let people know, We compared it to other fantastical technology that anyone, especially gamers, would love to have.
The launch spot culminates with a question that both reveals PlayStation™ Vue and asks, “If you had an amazing TV service, better than you ever imagined - just waiting inside your PlayStation® - you’d use it, wouldn’t you?” Our audience is then challenged to “Start Vueing,” a tagline that seeks to establish a new behavior while serving as a call to action - something that tells them to go directly to their PlayStation®, download Vue and, for the first time, experience what TV should be.