With each day the gaming audience increases as sales records for both consoles and games continues to grow. With the growing audiences, Microsoft, Sony, and Nintendo have been competing to get their target audiences attention. Sony would show off the prowess of their new Play Station 3 while Microsoft would show off the massive game library available to the Xbox 360. So how would Nintendo try to reach the target gaming audience with their system?

Leo Burnett, the creator of the "Wii would like to play." marketing technique, the answer was they didn't. Rather they would target the gamers' family members. Rather than the stereotypical gamer, Nintendo decided to include the gamer's parents, siblings, and relatives. The message was simple but effective. "Wii would like to play." signifying the Wii being an inclusive console not just for the gamer but for their family.

This message along with the commercials showing various people of all groups and ages playing on the console would go on to make the Wii one of the hottest selling items and help introducing gaming to just starting to casual gamers.

For his creation Leo Burnett won the Grand Effie at the 40th anual Effie awards. An award ceremony for marketing communication ideas.

Tags : Ad Campaign : Nintendo : Wii : Wii would like to Play

Comments

By: Magus On: 10:42 Jun 6th, 2008 Offline	Yet another thing that proves just how awesome Nintendo really is.

By: alpine_odin On: 07:53 Jun 7th, 2008 Offline	well da i have a wii and just go LEGO INDIANNA JONES and it rules but not really any movement in the wiii controller

By: Dragonfly On: 07:58 Jun 7th, 2008 Offline	I think this is really a case of an ad campaign getting more credit than its worth, to be honest. From my perspective, it's neither particularly memorable or popular, and it's really just a tacky play or words. But hey, the Wii is selling like fruitcakes right, so who cares what I think? laughs

By: Magus On: 09:16 Jun 7th, 2008 Offline	What's strange is, I can't really remember seeing "Wii would like to play" on any ads connected to the Wii. Not that the marketing was particulary heavy in my end of the world.

By: MistaRob On: 06:19 Jun 7th, 2008 Offline	given what's in it, it's actually an American creation (somewhat surprisingly) so it may be why you haven't seen it. The basic premise of the "Wii would like to play." commercials was that you'd see people you wouldn't think of as gamers doing something and then two Japanese men in a small car show up, bow and make the statement, followed by non-gamers playing on the Wii.

By: Dragonsoul On: 06:36 Jun 7th, 2008 Offline	I honestly cannot remember that expression either, and I'm on this side of the world. oO But then, I watch little TV these days... A cute saying, but not particularly clever, but apparently highly effective. Personally I think the saying isn't what did it--it's the purpose of the Wii. Hell, even my family members want a Wii and few of them care for gaming. They don't care for Xbox's large amount of games or the PS3's hardware--it's about fun to them. Hell, that's all it should be. :P

By: Magus On: 08:48 Jun 8th, 2008 Offline	I got my father to play Wii Sports with me a couple of times, and my cousin has played with me a couple of times as well. But other than that, they haven't really given it a chance. Maybe they should see this marketing campaign?