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SWITCH FAMILY MODE ON.

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MULTIPLE OWNERS

RUI WANG & MADDY PAYNE 2020

OVERVIEW

PROJECT DESCRIPTION

Let’s pay attention to the Baby Boomers.

How often do you notice missed opportunities in advertising? A group of people that do not get included in the marketing as they aren’t the obvious choice. They will need to be marketed separately? This campaign will do just that.

You will look at the Nintendo Switch's advertising campaign that pays attention to the Baby Boomers. We will pick Nintendo's new game console - Switch and create a campaign specifically for Baby Boomers. The Baby Boomers were born between 1946 and 1964. They're currently between 56-74 years old (71.6 million in the U.S.)

TARGET AUDIENCE

Baby Boomers ages 56-74, Retirement, Average revenue 75K.

MEDIA CHOICE

Tv Commercial Ads; Email Marketing; OOH Ads (Malls & Grocery Stores); Pop-Up Shop; Facebook & YouTube; Print Ads (Magazine);

MULTIPLE OWNERS

Rui Wang, M.F.A., Advertising, Savannah College of Art and Design
Visit the Website: https://www.monocruiwang.com/
Maddy Payne, M.A., Advertising, Savannah College of Art and Design  
Visit the Website: https://www.maddypayne.com/

OUTCOMES

NINTENDO - TV COMMERCIAL ADS

EDIT BY RUI WANG

DURATION: 00:35

SOUNDTRACK AND SOURCES

Soundtrack: Let's Switch It Up

Band: White Denim

Album: Let's Switch It Up (Single)

Play on Spotify: https://open.spotify.com/album/3v1EXyVNlX7YinGxVzW5Td

Video Sources:

https://www.youtube.com/watch?v=L_JYZbrXGco&t=1779s

https://www.youtube.com/watch?v=CdWd8fUC71g&t=11s

https://www.youtube.com/watch?v=i0wT14Brxsg

https://www.youtube.com/watch?v=mcwybx6dMaM&t=1s

https://www.youtube.com/watch?v=H5YeOzWjf7g&t=100s

https://www.youtube.com/watch?v=GAj18deJf98

NINTENDO - YOUTUBE ADS

EDIT BY MADDY PAYNE

DURATION: 00:38

SOUNDTRACK AND SOURCES

Video Sources:

https://www.youtube.com/watch?v=CdWd8fUC71g&t=11s

https://www.youtube.com/watch?v=mcwybx6dMaM&t=1s

https://www.youtube.com/watch?v=oUQK3DvMxMo

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NINTENDO - EMAIL ADS

DESIGN BY RUI WANG & MADDY PAYNE

01/04
02/04
03/04
04/04

MAGAZINE ADS & SOCIAL MEDIA ADS

DESIGN BY MADDY PAYNE

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MALLS ADS (INSIDE OF MALLS)

DESIGN BY RUI WANG

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OOH ADS (OUTSIDE OF STORE)

DESIGN BY MADDY PAYNE

NINTENDO - INSTRUCTION MANUAL FOR BABY BOOMERS

DESIGN BY RUI WANG

DURATION: 01:15

SOUNDTRACK

Soundtrack: KORG Gadget for Nintendo Switch | PLAY GAMES. MAKE MUSIC.

Music Composer: Koishistyle

Play on YouTube: https://www.youtube.com/watch?v=1kS8NxpVWKk

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Pop-up Shop Wall

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Pop-up Shop Desk

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Roll-up Banner

POP-UP SHOP

DESIGN BY RUI WANG

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PROCESS

BRAND HISTORY

Nintendo was founded in 1889.

Japanese video game company.

Initially produced playing cards.

IN 2017, Nintendo released the new hybrid game console - Nintendo Switch. 

BRAND PERSONALITY

Vibrant

Innovative

Family-friendly

QUESTIONNAIRE & RESULTS

12 Respondents; 25 Questions

84% of Baby Boomers have played video games before.

75% of Baby Boomers will play video games with the family.

73% have grandkids and will often play games with them.

42% prefer family-friendly video games, then puzzles.

70% believe video games are good for them.

Film and Tv source of respondents favorite and most familiar entertainment brands.

12/12 feel comfortable using technology.

10/12 have played video games with family before.

Results:

INSIGHTS

Video games are an integral part of American culture.

Older generations are opening up to the idea of playing video games.

The top reasons older adults play video games are: increased mental stimulation, decreased boredom, and family fun.

The primary reason older adults are playing video games is to spend quality time with grandkids.

SWOT ANALYSIS

Strengths

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  • BROAD VARIETY OF GAMES Action, adventure, puzzles, strategy games, roleplaying, races, sports, and educational.

  • HIGH BRAND AWARENESS Over 130 years in gaming.

  • VERSATILE CONSOLES Anyone can play the Switch (4-94).

Opportunities

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  • WELL KNOWN INTELLECTUAL PROPERTIES Benefit the development of Switch

  • COLLABORATIONS WITH OTHER BRANDS Many opportunities for collaborations with various brands (ex. collab with Universal Studios to complete the Super Nintendo theme park)

  • REGULAR GREAT DEALS

  • EASILY PORTABLE & LOTS OF FAMILY-FRIENDLY GAMES

Weakness

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  • HIGHER PRICES

  • GRAPHIC DISPLAY Xbox One, Ps4, and PC have higher resolutions.

  • DRIFT PROBLEM Long-term use of controller can cause malfunction.

  • ONLINE ACCESS Consumers must pay an additional $20/year to access online services (multiplayer, cloud saves, & retro games).

Weakness

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  • COMPETITIVE INDUSTRY The game industry is highly competitive (PS4, Xbox One, Steam Platform (PC))

  • MOBILE & FREE GAMES ARE TRENDING

  • LONGER RELEASE CYCLES Consumers are eager for new Triple-A games, but new games in the Switch game store have a longer release cycle

TARGET AUDIENCE

Baby Boomers ages 56-74, Retirement, Average revenue 75K.

PERSONA

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COMPETITION

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VS

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Mobile Device

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SONY PS4

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Xbox One

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Steam (Pc)

Our Strengths:

  • Over 130 years of brand history.

  • Nintendo gained recognition in the 1970-80s, even with Baby Boomers.

  • Nintendo Switch is a hybrid console. It can be used as a home console or portable device. Paly anywhere and anytime.

  • Games are more suitable for Baby Boomers. (e.g. Family-Friendly, Logic, Sports, Casual Game, etc.)

STRATEGY STATEMENT

MEDIA CHOICES

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COPY DEVELOPMENT

Family, Friends, or Alone. Switch anytime, anywhere, with anyone.
Work is over. Now “Switch” to leisure time.
Now, Make the Switch!
Switch your life “ON”
Back to the 1980s
It’s game time, Boomers.
Not over yet, Switch it. (Life not over yet. Let’s Switch it.)
Nintendo Switch my life.
Extraordinary fun for all, including you.
Nintendo — with you when you are alone.
Share moments. Shared moments with your family. Shared moments with your friends.
Awaken your childhood.

Switch up your life
Switch to Nintendo and switch on great memories with your family
Switch on excitement
Switch on adventure in your life
Switch Family Mode ON
Play the way you want, with the people you want
Play on-the-go together
Switch to a new type of entertainment
Switch to the better play
Make the Switch. Add excitement to game night
Make the right move. Switch to Nintendo.
The next move is yours; however you want to play.
Discover your next move. Switch to Nintendo.

FINAL DECISION (Main Tagline & Subhraders)

TYPE STUDY

FF Mark Pro

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Museo Sans Cyrl 300

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