Cannes Lions

ETERNAL DARKNESS GAME

LATERAL, London / NINTENDO / 2003

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NintendoEternal Darkness Target Market • 20 – 30yrs, UK males• Recent Game Cube adoptersObjective•Drive sales of the game•Increase awareness of the game and therefore intent to purchase•get across the “insanity” at the heart of the game Proposition:The USP of this game is the character’s occasional descent into madness, which is part of the game-play…this involves changes to the look and play-ability of the game from the user’s point of view. You have to use the “sanity meter” to work out just how delusional your character is at anygiven moment…this aspect of the game was developed into the campaign proposition of: “You don’t play with this game, it plays with you”.Strategy/ Solution:Core Nintendo Game Cube players were targeted on official Nintendo channels of UK game sites with 3 different Eyeblaster executions. Gaming enthusiasts were targeted on general gaming sites with Eyeblasters. “Casual” gamers were targeted on men's music (Kerrang etc…) and lifestyleResults Eyeblasters:Highest CTR 17.54%Average CTR 10.03%Average cost per click £0.24

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