Ubisoft Just Dance: Hiring America to Launch a Product
Category: New Product or Service Introductions
Brand/Client: Ubisoft Just Dance
Primary Agency: Nomadic Agency/Prizelogic
Contributing Agency: Wheelhouse Productions
In recent years the video game market had transformed dramatically. The Nintendo® Wii™ made console gaming more accessible to the casual gaming segment (aka 'Yahoo Games Moms' and their families). Guitar Hero and other music-oriented casual games became highly successful, due in part to their broad appeal to this previously untapped market.
Ubisoft recognized this trend and capitalized on an opportunity to create a new dance title for anyone to play. They moved quickly to develop 'Just Dance' – a multi-player Wii game featuring 32 hit songs spanning the last five decades – just in time for the 2009 holiday shopping season. Unlike the category leader, Dance Dance Revolution, Just Dance did not require a mat; instead, it required just one Wii remote, making it the most accessible dance game on the market. And its dance moves were fun, appealing and easy for everyone to learn.