We associated the Wii experience with the most relevant, high rated, engaging television content. CTV-Canada’s most watched network-negotiated with the production companies of the most successful and restrictive producers of the highest-rated shows to integrate our messaging into the look and feel of the programme. These producers included the biggest most important players in the business such as Jerry Bruckheimer and Marc Cherry.Each game title was matched with the most relevant content and therefore most relevant target audience:Wii Fit was incorporated into the likeness Desperate Housewives; The Wii Sports Resort emulated the content of both Amazing Race and Grey’s Anatomy; New Super Mario Brothers connected with the power of the CSI franchise; and-of course there had to be hockey-the NHL 2K10 seamlessly connected to Hockey.The viewer of these shows was pleasantly surprised by at first not knowing when the show ended and the commercial break began.

Not only did this campaign exceed all expectations for business results and consumer engagement, it also clearly proved that this approach to the Canadian marketplace worked; which absolutely thrilled the client.

Awareness and purchase intent numbers grew 12%, 8% respectively in an IPSO ASI Brand Tracking pre/post study taken specifically for this campaign.

Most importantly, in a soft gaming market, Canadian sales of the showcased titles averaged 40% higher than objected. In addition, Canada saw a higher percentage of sales in comparison to the rest of North America – a huge testament to the success of this particular launch solution.