Post by Segaman on Sept 29, 2003 21:19:09 GMT -5
Beginning this fall, Nintendo will be asking all gamers that question as they launch a new multimedia campaign.
The new campaign will showcase the ability of Nintendo games to let players explore a wide range of emotions and personalities through Nintendo's extensive line-up of popular and diverse video game characters. Beginning today, Nintendo will use the catch phrase, "Who are you?" through various marketing channels. More than $50 million will be invested in the campaign with a projected total of $100 million spent through the end of the year. The new campaign was developed in conjunction with Leo Burnett USA in Chicago.
"Nintendo permanently established video games as a key element of popular culture, and 'who are you?' embodies the emotional connection players have with their favorite games and characters," says George Harrison, senior vice president, marketing and corporate communications, Nintendo of America Inc. "This campaign celebrates what makes Nintendo unique -- the fact that we offer the widest range of personalities through which you can unleash your other self ... your game self."
"Who are you?" is the first Nintendo campaign that ties together both the Nintendo GameCube console and hand-held Game Boy Advance products under a single theme. Moving forward, the "who are you?" tagline will be an integral part of all Nintendo's marketing efforts, including game-specific campaigns.
"This is not about changing who we are," says Harrison. "Nintendo has been and always will be about making great video games for all ages. This campaign simply enables us to speak with one unified voice."
The campaign features a cinema commercial that is one of the most ambitious commercials ever produced by Nintendo, featuring more than 500 extras and notable talent such as the stunt coordinator for Mortal Kombat: Annihilation and the editor of Amelie. Filmed in Asia, the ad pays homage to Nintendo's heritage. The 60-second spot will run on nearly 10,000 screens in movie theaters across the United States beginning Oct. 30, prior to movies ranging from The Matrix Revolutions to The Cat in the Hat in order to reach a diverse group of video game players. In addition, 30- and 15-second versions of the commercial will be used on television in October to promote Super Mario Bros. 3: Super Mario Advance 4, one of the most anticipated new games for Game Boy Advance. A 90-second "director's cut" will be shown online.
In the campaign's print ads, Nintendo characters will be "taped" onto well-known photographs and images, including the Mona Lisa and the Berlin Wall, among others. The ads illustrate the point that Nintendo games allow players to take on a wide range of imaginative roles and reinforce Nintendo's position as an innovator that shapes pop culture. Print ads will appear in nearly 20 different magazines, including Rolling Stone, Stuff, Spin and ESPN.
The new campaign will showcase the ability of Nintendo games to let players explore a wide range of emotions and personalities through Nintendo's extensive line-up of popular and diverse video game characters. Beginning today, Nintendo will use the catch phrase, "Who are you?" through various marketing channels. More than $50 million will be invested in the campaign with a projected total of $100 million spent through the end of the year. The new campaign was developed in conjunction with Leo Burnett USA in Chicago.
"Nintendo permanently established video games as a key element of popular culture, and 'who are you?' embodies the emotional connection players have with their favorite games and characters," says George Harrison, senior vice president, marketing and corporate communications, Nintendo of America Inc. "This campaign celebrates what makes Nintendo unique -- the fact that we offer the widest range of personalities through which you can unleash your other self ... your game self."
"Who are you?" is the first Nintendo campaign that ties together both the Nintendo GameCube console and hand-held Game Boy Advance products under a single theme. Moving forward, the "who are you?" tagline will be an integral part of all Nintendo's marketing efforts, including game-specific campaigns.
"This is not about changing who we are," says Harrison. "Nintendo has been and always will be about making great video games for all ages. This campaign simply enables us to speak with one unified voice."
The campaign features a cinema commercial that is one of the most ambitious commercials ever produced by Nintendo, featuring more than 500 extras and notable talent such as the stunt coordinator for Mortal Kombat: Annihilation and the editor of Amelie. Filmed in Asia, the ad pays homage to Nintendo's heritage. The 60-second spot will run on nearly 10,000 screens in movie theaters across the United States beginning Oct. 30, prior to movies ranging from The Matrix Revolutions to The Cat in the Hat in order to reach a diverse group of video game players. In addition, 30- and 15-second versions of the commercial will be used on television in October to promote Super Mario Bros. 3: Super Mario Advance 4, one of the most anticipated new games for Game Boy Advance. A 90-second "director's cut" will be shown online.
In the campaign's print ads, Nintendo characters will be "taped" onto well-known photographs and images, including the Mona Lisa and the Berlin Wall, among others. The ads illustrate the point that Nintendo games allow players to take on a wide range of imaginative roles and reinforce Nintendo's position as an innovator that shapes pop culture. Print ads will appear in nearly 20 different magazines, including Rolling Stone, Stuff, Spin and ESPN.
