SEGA
Thinking like a gamer
Brief
After the phenomenal success of Mario & Sonic at the Olympic Games, the duo returned for a brand new Olympic adventure, this time with all-new events on snow and ice. In an increasingly challenging market, our task was to develop an integrated launch simultaneously on Wii and DS, with both platforms offering different game experiences and targeting very different audiences.
Approach
We looked at the features of each game and the motivation to play of the various target audiences, from families, kids and teens to gift buyers and RPG fans. Product features and platform specific content required us to separate out the two platform’s sales messages, targeting particular audiences for each. We also needed a single, powerful campaign idea.
Solution
Our solution was a massive, fully-integrated global campaign of over 30 TV spots and trailers, created to sell the distinctive Wii and DS products, together with extensive print, online and POS executions, TV, press and online assets. Everything was underpinned by the brand strap line ‘The Whole World has Come to Play’.
Results
Despite fierce competition from larger brands, Mario and Sonic at the Winter Olympics shot straight in to the No. 1 chart spot and remained in the top 10 for over 3 months, becoming SEGA’s best selling game of the year. The franchise has sold an incredible 17m units to date.
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