Source: MarketingDaily, 6/5/08, “‘Wii would like to win’ Grand Effie…and did” by Karl Greenberg
Greenberg reports that Leo Burnett (get to know the “big black pencil”) won a Grand Effie for a Nintendo Wii ad called, “Wii would like to play”. Here is the Effie Press.
The “Wii Would Like to Play” campaign chose not to embrace an obvious strategy, namely fawning over the prized teenage male gamer. Instead, Wii targeted his mom, dad and grandmother. While the competition catered to a narrow audience, Wii invited everyone to play. As a result, the Wii has been sold out nationwide since the launch and ignited a cultural phenomenon in how people experience video games.
My mother’s birthday is coming up & thought of getting her a Wii for the Wii Fit program. Hope she isn’t reading this.
WATCH THE GRAND EFFIE AD (YouTube) It is fun.
