Cannes Lions

DS GAME MACHINE

DENTSU KANSAI, Osaka / NINTENDO / 2005

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Overview

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Credits

OVERVIEW

Execution

We drew our target group's attention and interest by repeatedly emphasising the product's key feature, its double screen which enables innovative ways of game playing. Notably, we portrayed a huge Nintendo DS on the train's exterior, using the train's window as the game screen, thereby successfully appealing to the young adult/working population in an effective and direct way.

Outcome

We successfully attracted the target population. A Google search for "My First Touch DS" produced 410,000 results. Over 2 million people were exposed to the train ad. TV news on the product's launch resulted in publicity worth 5 million dollars. After two months, domestic sales reached a record 1.75 million units, beating a rival product's sales.

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