The 'who are you?' creative showcased identifiable Nintendo game characters “taped up” onto iconic images. Given the target’s level of savvy, we planned messages to allow influencers 'discovery' first; then we employed broader, higher impact vehicles to showcase creative and deliver the message to the masses. We employed engaging online executions first, then spreads and premium positioning featuring title-relevant creative, and finally larger-than-life OOH vehicles to showcase the images in their full glory.

Aided by a price drop, GameCube sales rose +69% in December, up +35% versus year previous. Nintendo dethroned Xbox as the number two console for 2003. Consumers reconnected emotionally with Nintendo, becoming advocates by creating their own 'tape-up' ads on a prominent gaming site.