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. TEQUILA\Sydney saw an opportunity to ambush the Xbox campaign within the online environment to re-establish PlayStation's market leadership position with the core target (males 18 - 24) and remind them why they had always loved the brand.

A strategy was developed to use 'ambush' style advertising by negotiating placement of towers and banners within areas containing reviews of the XBox launch and took this proactive idea to the client. It was important that the creative execution reflected the core brand personality of PlayStation - cheeky and irreverent. A graffiti-style banner campaign mimicking the Microsoft game console's much feted X and using it as part of the iconic PlayStation symbols was produced.The results were fantastic achieving a click through of over 5%, despite there being no call to action (industry average is 0.28%). The campaign also achieved notoriety generating PR in both industry magazines and consumer online chat rooms around Australia.