An integrated marketing communications campaign for a fictitious game for Wii Fit called Her Fit. It was created for our marketing communications project.
5. Marketing Objectives Objective: Sell 500,00 units in the first 6 months Gain 25% of the women’s market share Market Share Nintendo has sold over 2 million Wii Units in Canada. Problem Situational Analysis Marketing Target Audience Communication Creative/Media Strategy Evaluation
6. Target Audience Analysis Profile Women 30+ in Canada Concerned about health Higher education & income Life style: Busy mother Career focused Stay at home Problem Situational Analysis Marketing Target Audience Communication Creative/Media Strategy Evaluation
7. Target Audience Analysis Influenced by Female Celebrities Friends Children Problem Situational Analysis Marketing Target Audience Communication Creative/Media Strategy Evaluation
8. Nintendo Brand Awareness Industry leader from the start Competitors moving into motion gaming Launched Wii Fit in 2008 Highest grossing video game of all time Problem Situational Analysis Marketing Target Audience Communication Creative/Media Strategy Evaluation
9. Brand Position Problem Situational Analysis Marketing Target Audience Communication Creative/Media Strategy Evaluation
10. Creative & Media Strategy Central Theme Prevent osteoporosis Key Message Exercising can be fun Exercise at your convenience Enjoy game as a family activity Problem Situational Analysis Marketing Target Audience Communication Creative/Media Strategy Evaluation
11. Creative & Media Strategy Rational Utilitarian Informative High Involvement Emotional Appeal Security Fear + Problem Situational Analysis Marketing Target Audience Communication Creative/Media Strategy Evaluation
12. Creative & Media Strategy Maslow’s Hierarchy of Needs Problem Situational Analysis Marketing Target Audience Communication Creative/Media Strategy Evaluation
13. IMC: Traditional Media Chatelaine 3.0 million readers Nov. & Dec. 2010 $62,350 x2 Canadian Living 2.6 million readers Oct. & Nov. 2010 $40,315 x2 Problem Situational Analysis Marketing Target Audience Communication Creative/Media Strategy Evaluation
14. IMC: Traditional Media TV Ad on Oprah’s Show “Queen of Daytime” television Two 15-second commercials Filming cost: $140,000 Air cost: $200,000 October 2010 Problem Situational Analysis Marketing Target Audience Communication Creative/Media Strategy Evaluation
15. IMC: Traditional Media Newspaper Ad in National Post 51% of women read daily newspapers Problem Situational Analysis Marketing Target Audience Communication Creative/Media Strategy Evaluation
16. IMC: Public Relations Launch Party October 2010 Venue: Art Gallery of Ontario Cost: $20,000 Problem Situational Analysis Marketing Target Audience Communication Creative/Media Strategy Evaluation
19. IMC: Internet Marketing Google AdWords Use keywords Budget friendly Based on actual clicks Geographical targeting Cost: $20,000 Problem Situational Analysis Marketing Target Audience Communication Creative/Media Strategy Evaluation