NINTENDO OF AMERICA
Reggie Fils-Aime
Cammie Dunaway
Pierre-Paul Trépanier
Priscilla Alvarez
LEO BURNETT USA
Dominick Maiolo
PJ MacGregor
Andrew Swinand
David Brot
Nickay Penado
Kelli Johnson
STARCOM WORLDWIDE
HARRISON & SHRIFTMAN
'MKTG'
DIGITAS
Pres.-COO
Exec. VP-Sales & Mktg.
Consumer Mktg. Dir.
Advt. Mgr.
Sr. VP-Exec. Creative Dir.
Sr. VP-Creative Dir.
Pres.-Global Operations
Acct. Dir.
Acct. Super.
Planner
TV Guide
TV GUIDE
CRAMER-KRASSELT
Julie Sheridan
Nancy Bernacchi
Trisha Schmitz
Dean Hacohen
Travis Parr
Nikki Baker
Phil Flickinger
Tricia Russo
MINDSHARE
RAZORFISH
VP-Group Acct. Dir.
VP-Acct. Super.
Sr. Acct. Exec.
Sr. VP-Exec. Creative Dir.
Copywriter
Art Dir.
Sr. Brand Planner
Group Planning Dir.
DS WOMEN
Nintendo DS faced a sales plateau if it didn’t broaden its loyal, but
saturated base of hardcore gamers. It was clearly time to tap into
a new but unlikely target – young women. However, their views on
gaming were often that it wasn’t relevant to their lives. Nintendo
needed to prove that things had started to change. Gaming
became playing, and women they admired were in on the fun.
This approach produced a shift in attitudes and behaviors that
translated to unprecedented sales.
COUNTDOWN
TV was hot again, but TV Guide was not. Shifting TV Guide from all
things TV to all things “my favorite show” connected to fans at a
personal level. They hated when their show ended each week;
they went through withdrawal. So TV Guide was positioned as the
best way to extend their high. Show-specific ads directed fans to
TV Guide, telling them it could get them through the week with the
magazine, the Web site and the network. After only 10 weeks,
perceptions and consideration of TV Guide’s three platforms had
dramatically increased.
