Brand Film Awards Winners 2020 - Brand of the Year

The Pokemon Company win brand of the year

Film has been a crucial aspect of Pokemon's success in recent years, helping the brand increase consumer engagement and loyalty as well as boost the bottom line.

Campaigns were built around key films including the 'Nature Documentary' series, which set out how the Pokemon characters were inhabiting our real, natural world. The company said these proved to be "their most successful buzz generating assets to date".

Through 2019, Maverick expanded this idea further with the Pokemon GO Community Day, a user-generated content campaign that saw a series of films focused on the social side of the game. During the summer the campaign developed the theme of players interacting with Pokemon in the real world with a series of spots that referenced popular memes and knowing humour.

The year ended with a 'hero' film to announce the new "buddy feature", which lets players have a much closer relationship to their Pokemon in game. The film centred on a nostalgic story of a boy’s love and affection for his Pokemon, “Squirtle”, reflecting the journey many players have had with Pokémon. This resulted in a huge, positive audience response.

The success of the films was mirrored in the financial results, with Maverick’s work helping Pokemon GO post its best year yet. It generated c.$894m in gross player spending, up from $832m when it launched in 2016.

Shortlisted

Beko

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