ULTIMATE FAMILY CHALLENGE by Starcom Toronto for Wii

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ULTIMATE FAMILY CHALLENGE

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Industry Video Games/Consoles
Media Promo & PR, Case study
Market Canada
Agency Starcom Toronto
Director Deborah Boudreau
Released September 2009

Credits & Description

Category: Other Consumer Products (including Durable Goods)
Advertiser: NINTENDO OF CANADA
Product/Service: WII SOFTWARE
Date of First Appearance: Sep 1 2009 12:00AM
Entrant Company: STARCOM, Toronto, CANADA
Investment Director: Leanne Burnett (Starcom)
Strategy Manager: Chad Galbraith (Starcom)
President: Alexandra Panousis (Starcom)
Director Brand Partnerships: Carmen Lago (CTV)
Director: Deborah Boudreau (QMI Solutions)
Media placement: Television - CTV, A-Channel, Space, Discovery, ASN, TSN, TVA, LCN - 01/09/2009
Media placement: Online - Multiple Sites - 01/09/2009

Results and Effectiveness
Not only did this campaign exceed all expectations for business results and consumer engagement, it also clearly proved that this approach to the Canadian marketplace worked; which absolutely thrilled the client. Awareness and purchase intent numbers grew 12%, 8% respectively in an IPSO ASI Brand Tracking pre/post study taken specifically for this campaign. Most importantly, in a soft gaming market, Canadian sales of the showcased titles averaged 40% higher than objected. In addition, Canada saw a higher percentage of sales in comparison to the rest of North America – a huge testament to the success of this particular launch solution.

Creative Execution
We associated the Wii experience with the most relevant, high rated, engaging television content. CTV-Canada’s most watched network-negotiated with the production companies of the most successful and restrictive producers of the highest-rated shows to integrate our messaging into the look and feel of the programme. These producers included the biggest most important players in the business such as Jerry Bruckheimer and Marc Cherry. Each game title was matched with the most relevant content and therefore most relevant target audience: Wii Fit was incorporated into the likeness Desperate Housewives; The Wii Sports Resort emulated the content of both Amazing Race and Grey’s Anatomy; New Super Mario Brothers connected with the power of the CSI franchise; and-of course there had to be hockey-the NHL 2K10 seamlessly connected to Hockey. The viewer of these shows was pleasantly surprised by at first not knowing when the show ended and the commercial break began.

Insights, Strategy & the Idea
Nintendo was launching four second-generation titles in a marketplace facing ‘the worst economic crisis since the Great Depression’. Television was needed to drive awareness, but with half the budget/game vs. 2008 we challenged ourselves to create an idea to pull these titles together. In order to engage both the English and French consumers, two distinct campaigns were developed that strategically aligned with the respective local market content and engagement considerations. The focus of this case is on the English Canadian solution where viewing is concentrated on top rated, American produced shows. Our strategy was to closely associate with the most engaging content as determined through our proprietary Canadian Television Captivation Study, to increase our ability to resonate. We sought to partner with the dominant networks in order to access promotional time free of charge and to get viewers involved by participating in a contest.