As PlayStation rarely interfaces directly with consumers in this type of environment, the brief carried a unique challenge. The objective was to educate JB Hi-Fi retail staff on the latest hardware and software, transforming them into informed brand advocates. Emissaries deployed a dedicated team of brand ambassadors who underwent focused product training prior to the event. This ensured they could confidently discuss technical specifications, new game titles, and accessories with a highly knowledgeable industry audience.

On the floor, execution meant maintaining energy and order while guiding rotating groups of 10 to 20 retail staff through the activation zones. The team managed hands-on demonstration areas featuring the latest hardware and hosted structured gameplay sessions of Astro Bot where participants competed for prizes. By combining product knowledge with smooth crowd control, the team created a professional and highly engaging environment that received positive feedback across the entire event.

Roles Played

• Guided groups of 10 to 20 retail staff through immersive brand experiences
• Facilitated hands-on demonstration sessions with the latest hardware and software
• Hosted structured gameplay sessions of Astro Bot and managed prize distributions
• Educated attendees on the latest PlayStation products, features, and accessories
• Managed attendee flow and kept the activation space running smoothly
• Represented the brand with professional confidence and product expertise