Poem wins Playstation Australia’s PR account and launches social experiment

Poem has won the PR account for Sony Interactive Entertainment Australia with its first outing being a promotion for the Playstation PS4 game, Detroit: Become Human.

To promote the game, Playstation and Poem created a social experiment by creating a human like Android to replicate protagonists designed by the game’s creators, Quantic Dream.

Poem has launched a social experiment featuring a human-like Android

The Android was tasked with walking a dog and ordering a coffee for its owner while passers by looked on and later shared their opinions.

Matt Holmes, co-founder and ECD at Poem, said in a statement: “Our collaborative creative methodology really helped us finesse our initial concept with valuable builds and title insights from the Sony Interactive Entertainment Australia team.

“It’s so exciting to work on PlayStation, one of the most coveted brands in the world with an incredible year of software and innovation news ahead. After some serious practice in the new office set-up, we’ll be ready to post the Poem PSN ID out there to take on all challengers!”

The incumbent agency One Green Bean won the Playstation PR account in 2015.

In addition to Sony Interactive Entertainment Australia The PR agency has also won property investment platform, BRICKX; recycling company, TOMRA, and the NSW Government Digital Communications roster.

Rob Lowe, co-founder and MD at Poem, added: “The business has really matured over the last year. Being independent, we can afford to invest more in our culture to retain staff and dedicate more time to ensure clients are better looked after. It’s led to almost zero staff churn and a longer-term view of client relationships.


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