Nintendo were launching a brand new game globally, the first in over 15 years: Splatoon. With much loved and established characters including Mario, Donkey Kong and Link, this was a big deal! The benchmark was high, as Nintendo wanted this exciting and highly anticipated new game to reach the heights of the much loved Mario Kart franchise.
Candyspace needed to generate a huge buzz in the digital world and, in addition, successfully engage with not only gamers and Nintendo fans but connect with a wider audience outside this niche group.
Candyspace structured a three phased approach in order to maximise awareness about the new game. Phase 1 centred on the humour of the game, phase 2 introduced the global demos, while phase 3 showed off game play, reviews and quotes. To achieve this, Candyspace produced a rich 360º digital campaign including eye-catching full homepage takeovers, bespoke mobile specific formats and engaging DOOH experiences to mark Nintendo’s first foray into digital out of home advertising.
The campaign in its entirety was hugely successful. With the DOOH experience, Candyspace delivered a Nintendo digital first. All of Nintendo’s brand objectives were met, and the overall campaign achieved notably high interaction rates across the different audiences, as CTR for Splatoon was greater across nearly all formats (an average of 0.88% which rose to 4.15% in certain units - mobile and pre-roll). The digital campaign surpassed the substantial heights of the popular Mario Kart 8 campaign and consequently drove a high number of pre-order sales.
“I’VE BEEN A NINTENDO FAN FOR AS LONG AS I CAN REMEMBER AND TO BE ABLE TO WORK ON THEIR VERY FIRST DIGITIAL OUT OF HOME PROJECT FOR SPLATOON, WAS AN AMAZING AND REWARDING EXPERIENCE.”
FRED MAGNUSSON, MOTION ARTIST, CANDYSPACE