Client: Nintendo Game Boy Advance
PR Team: Cake
Campaign: 'Accessory to Essential' Christmas drive
Timescale: March-December 2001
Kids don't seem to be tiring of hand-held gaming, and Nintendo is the
market leader in this arena.
The Japanese hardware and software manufacturer sold its one-hundred
millionth Game Boy Colour unit in 2000. However, in order to retain its
global position and continue to provide the most up-to-date interactive
entertainment, Nintendo decided to produce a sister unit to Game Boy
Colour called Game Boy Advance (GBA), which launched in the UK in June
To launch GBA and capture the Christmas market. To differentiate the GBA
from the Game Boy Colour which, with the Pokemon phenomenon, has been
snapped up by five to 10-year-olds resulting in hand-held gaming being
seen as 'just for kids.' One objective therefore was to make the GBA
appeal to an older audience, bringing the target market up from
six-year-olds to 17-year-olds.
Strategy and Plan
The six-month campaign was set to position GBA as an 'essential' piece
of entertainment, along with MP3 and mobile phones, so that it would
also make it into adults' Christmas stockings.
Activity was initially aimed at the top end of consumer men's, music and
style media, which would then filter into kids' media.
A VNR was created for European distribution to ensure older teens were
seen buying and playing the GBA.
Measurement and Evaluation
The pan-European PR campaign involved a mixed-media strategy with
activities including a racy Ibiza-edged E-Clip, the creation of a GBA
dedicated website through to celebrity endorsement including pop band
Steps and solo artist Dido.
The GBA also took to the outdoors with 'human-samplers' at UK festivals
and music events such as Ministry of Sound at Knebworth and V2001. There
were two methods of sampling; using body suits with six consoles
attached to it and briefcases containing six consoles that aimed to
attract the attention of the 18 to 25-year-old festival-goers to test
out the unit.
GBA is set to claim pole position as the best-selling toy over the
Christmas period, according to the UK Toy and Game Council.
The council predicted in October that GBA would beat Lego's Harry Potter
range including the Hogwarts Castle and Hogwarts Express by a small
margin, with Tiger Electronics' Weakest Link game in third place and a
Candy Floss Machine in fourth place.
The top ten toys and games league was featured in The Mirror, The Sun,
The Daily Mail and The Daily Record in the run-up to Christmas.
Jamie Oliver was also seen wearing Game Boy Advance merchandise on his
cookery programme on BBC2 on 27 November.
According to Nintendo, 800,000 units were sold from June through to
December 2001, making the GBA one of the fastest-selling video games