SEGA
Think like a gamer
Brief
When Mario and Sonic met for the first time on Nintendo Wii and DS, it was an occasion to rival the Olympic Games itself. Our campaign needed to reflect the epic status of this union and, key to selling units, present the game as the definitive, must-have title on both platforms.
Approach
We identified Wii and DS owners looking for compelling reasons to invest in new games. We had to give them tangible reasons to buy, rather than just relying on the characters themselves. Our campaign idea needed to leverage the social aspect of the game, presenting it as the definitive, physical and competitive Christmas console experience.
Solution
Our response was ‘Let the fun and games begin’ a light-hearted spin on the seriousness of the real Olympic Games. With Mario and Sonic’s unique blend of animated fun and magic, the world’s largest sporting event was transformed into something new. It offered energetic, interactive, competitive fun for all ages. Suddenly the Olympics could appeal to a broader, fun-loving audience as Mario & Sonic provided an accessible gateway into the Olympic world.
Results
The game rocketed straight to No. 1 on the All-Formats Chart with stock selling out around the world. Over 10 million games were sold globally and the title was listed in Guinness World Records Gamer 2010 as “Best selling gaming character cross over”.
“Frontroom’s campaign exceeded all expectations…a phenomenal success.” Gary Knight, SEGA
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