Author Topic: Who Are You?  (Read 1513 times)

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Offline RickPowers

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Who Are You?
« on: September 29, 2003, 03:59:20 AM »
No, it's not a CSI game, but a new marketing campaign coming from NOA ...


New Multimillion-Dollar Campaign Helps Players Explore Their 'Inner Gamer'

REDMOND, Wash., Sept. 29, 2003 – "Who are you?" is a question that Nintendo of America will be asking video game players of all ages in a new multimedia campaign beginning this fall.

The campaign showcases the ability of Nintendo games to let players explore a wide range of emotions and personalities through Nintendo's stable of the most popular and diverse video game characters in the world.  Beginning today, Nintendo will introduce its new tagline, "who are you?" through various marketing channels.  More than $50 million will be invested in launching the "who are you?" campaign, part of a total marketing push of $100 million through the end of the year.  The new campaign was developed in conjunction with Leo Burnett USA in Chicago.

The "who are you?" idea will be introduced nationwide through cinema advertisements, print ads, out-of-home elements that include wall murals and 30-sheet billboards in major cities, transit ads, mall banners and dioramas, in-store merchandising and other elements.  An online component features interactive ads and a "who are you?" Web site located at

"Nintendo permanently established video games as a key element of popular culture, and 'who are you?' embodies the emotional connection players have with their favorite games and characters," says George Harrison, senior vice president, marketing and corporate communications, Nintendo of America Inc.  "This campaign celebrates what makes Nintendo unique – the fact that we offer the widest range of personalities through which you can unleash your other self … your game self."

"Who are you?" is the first Nintendo campaign that ties together both the Nintendo GameCube console and hand-held Game Boy Advance products under a single theme.  Moving forward, the "who are you?" tagline will be an integral part of all Nintendo's marketing efforts, including game-specific campaigns.  

"This is not about changing who we are," says Harrison.  "Nintendo has been and always will be about making great video games for all ages.  This campaign simply enables us to speak with one unified voice."

The campaign features a cinema commercial that is one of the most ambitious commercials ever produced by Nintendo, featuring more than 500 extras and notable talent such as the stunt coordinator for Mortal Kombat: Annihilation and the editor of Amelie.  Filmed in Asia, the ad pays homage to Nintendo's heritage.  The 60-second spot will run on nearly 10,000 screens in movie theaters across the United States beginning Oct. 30, prior to movies ranging from The Matrix Revolutions to The Cat in the Hat in order to reach a diverse group of video game players.  In addition, 30- and 15-second versions of the commercial will be used on television in October to promote Super Mario® Advance 4: Super Mario Bros. ® 3, one of the most anticipated new games for Game Boy Advance.  

In the campaign's print ads, Nintendo characters will be "taped" onto well-known photographs and images, including the Mona Lisa and the Berlin Wall, among others.  The ads illustrate the point that Nintendo games allow players to take on a wide range of imaginative roles and reinforce Nintendo's position as an innovator that shapes pop culture.  Print ads will appear in nearly 20 different magazines, including Rolling Stone, Stuff, Spin and ESPN.

The worldwide leader and innovator in the creation of interactive entertainment, Nintendo Co., Ltd., of Kyoto, Japan, manufactures and markets hardware and software for its popular home and portable video game systems.  Each year, hundreds of all-new titles for the best-selling Game Boy® Advance and Nintendo GameCube™ systems extend Nintendo's vast game library and continue the tradition of delivering a rich, diverse mix of quality video games for players of all ages.  Since the release of its first home video game system in 1983, Nintendo has sold more than 1.8 billion video games globally, creating enduring industry icons such as Mario™ and Donkey Kong® and launching popular culture franchise phenomena such as Metroid™, Zelda™ and PokĂ©mon®. A wholly owned subsidiary, Nintendo of America Inc., based in Redmond, Wash., serves as headquarters for Nintendo's operations in the Western Hemisphere.

For more information about Nintendo, visit the company's Web site,

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Offline Robageejammin

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RE:Who Are You?
« Reply #1 on: September 29, 2003, 04:53:34 AM »
I must say I thought the ad in NP was really funny. It had the monalisa with peach's face taped on to it. I actually laughed out loud. It kinda reminded me of what an extreme nintendo fan would do or sumthin.
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Offline Berto2K

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RE:Who Are You?
« Reply #2 on: September 29, 2003, 05:42:02 AM »

The 15 and 30 I can just record on my tv tuner once they start airing.
Pietriots, we roll out to get the lol out.

Offline Patch

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RE:Who Are You?
« Reply #3 on: September 29, 2003, 09:10:24 PM »
My "Inner Gamer" thinks this is pretty lame, actually. Not as bad as the fat guy in a tutu from years back, though.

I still think Nintendo need an agressive, cutting edge image, not this pseudo-intellectual nonsense. I mean, kids want to feel cool about their purchase, like it or not. This is just confusing and goofy.

Time to rethink their advertising strategy for the N5.
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Offline Djunknown

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RE:Who Are You?
« Reply #4 on: September 29, 2003, 09:16:55 PM »
I saw an ad in Tips and Tricks where Mario's face is planted on a skydiver. Its cute, and it'll at least get your attention for that quick second.

While we may have different opinions on how Nintendo should aggressively market, I'm just glad they're doing SOMETHING. Though if I were to pick a slogoan, it'd be "Its all about the games." Its simple, yet it might make you think twice. (Also, unlike other competitors who want to jam pack extra baggage, Nintendo is 100 percent gaming.)

I'm still waiting for more info on that mall tour...  
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Offline Bill Aurion

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RE:Who Are You?
« Reply #5 on: September 30, 2003, 07:03:21 PM »
Hahahaha!  Get a load of this!

I want a Mario mask!

~Former Resident Zelda Aficionado and Nintendo Fan~

Offline Michael8983

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RE:Who Are You?
« Reply #6 on: September 30, 2003, 08:11:45 PM »
Yeah, this is WAY too unique/artsy/hip/intellectual/philosophical for a market consisting mostly of stupid, immature teenage boys and twenty-something guys who still act like stupid, immature teenage boys.
But Nintendo has already stated it has every intention of doing its own thing even if it means it won't be directly competing with Sony or MS for the so called "mainstream" market. Most people won't "get" this ad campaign but a lot of people will and I think it along with the price-drop and a great game line-up will sell a lot of hardware this holiday season. That's what Nintendo needs to do. Appeal to the people with the capacity to appreciate its uniqueness and forget everyone else because nothing Nintendo could do short of sacrificing everything that makes it so unique and becoming more like Sony will win them over.

Online ThePerm

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RE:Who Are You?
« Reply #7 on: September 30, 2003, 09:20:02 PM »
NWR has permission to use any tentative mockup/artwork I post

Offline SuperLink666

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RE:Who Are You?
« Reply #8 on: October 01, 2003, 04:11:46 PM »
GameCube games - Playable online!

Offline Grey Ninja

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RE: Who Are You?
« Reply #9 on: October 01, 2003, 08:41:21 PM »

Whoever did that one was a fricking genious.  The softcore Peach was a pretty good one too,.
Once I had, a little game
I liked to crawl back into my brain
I think you know the game I mean