Nintendo Gameboy Advance Launch

This case study outlines how a campaign was developed to give Gameboy Advance a less 'kiddie' image and develop a social cachet among late teenagers.
  

nintendo gameBoy advance launch

Brand Name: Nintendo GameBoy Advance Client Name: Nintendo of EuropeCategory for this Entry: Consumer DurablesAgency Name: Leo Burnett Ltd

Summary

Breaking the 'kiddie' image that GameBoy had acquired, GameBoy Advance was launched in 2001, targeting an older market. Not only was the product the fastest selling games console in history adding one quarter of a billion Euros to the European games market and selling one every five seconds during the first 10 weeks it also carved a user profile with...

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