Nintendo
Switch Lite
Event
Plan Joshua Jafri, Manuel Benitez, Kamila Majmud, Kay Wing Man Liu
Introduction 1. Target Audience 2. Marketing Objective 3. Key Message 4. Event Plans 5. Measurement
Target Audience Demographic ●
Adults ages 20 to 39
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TTC Commuter
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Lives in Ontario
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Single or Married/Living Together
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HHI $40,000 - $124,999
Source: VIVIDATA 2018 2-Year Readership Study. Path: M/H Played video game systems 3+ Times weekly ; Entertainment Software Association of Canada. Essential Facts About The Canadian Video Game Industry. 2018
Target Audience Psychographic ●
Interests include: Video games, Cares about the mental health.
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235% more likely to take TTC subway between Toronto and the CMA everyday
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71% more likely to agree that celebrities influence their purchase decisions.
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Agree that they like to pursue a life of challenge, novelty, and change, enjoys adventure
Source: VIVIDATA 2018 2-Year Readership Study. Path: M/H Played video game systems 3+ Times weekly ; Entertainment Software Association of Canada. Essential Facts About The Canadian Video Game Industry. 2018
Tom Simpson
Ann Liu
AGE 24 (Designer)
AGE 30 (I.T)
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Married | Diploma | HHI $124,000 | Lives in Ontario Video game player, Cares about mental health, likes challenge. Purchases influenced by celebrities. FAVOURITE Game: Luigi’s Mansion 3
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Single | Diploma | HHI $60,000 | Lives in Ontario Video game player, Cares about mental health, likes adventure. Purchases influenced by celebrities. FAVOURITE Game: Animal Crossing
Tom Simpson
Ann Liu
AGE 30 (I.T)
AGE 24 (Designer)
" Nintendo is a company that is full of corporate social responsibility and has a positive impact of it in Canada."
"The Nintendo Switch helped me so much while I was been in a dark place."
Objective ● To increase sales by 20% over a 1-month period. ● To increase the Nintendo Switch Lite awareness by 35% among adults ages 20 to 39 over a 1-month period. ● To provide information for the Nintendo Switch Lite among adults ages 20 to 39 within a 1-month period.
Objective â—?
To increase awareness for the Canadian Mental Health Association by 35% among adults ages 20 to 39 over a 1-month period.
â—?
To motivate the target audience to participate in the event during the event period.
Key Message â—? To communicate to people experiencing seasonal depression that the Canadian Mental Health Association can help. â—? To inform the audience that the Nintendo Switch Lite may help with mental issues through colorful entertainment while on the go.
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Event Plan Introduction
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Partnership
Canadian Mental Health Association
- It is the most extensive Non-Profit Organization community of mental health organizations in Canada. - They have a presence in more than 330 communities across every province.
Values and Principles: ●
Embracing the voice of people with mental health issues.
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Promoting inclusion.
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Focusing on the mental health needs of all age groups.
Strategy: ●
Canadians are affected with the Seasonal Affective Disorder.
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Symptoms of depression, sadness and aggressiveness.
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Derived from the Winter blues: Which shows a mood shift during the colder and darker days of winter.
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Celebrity
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Objectiv e
Ryan Reynolds ●
Canadian actor, comedian, film producer, and screenwriter.
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Linked to the world of video games, superheroes, and movies.
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He has opened up about his own battle with anxiety and depression.
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Ryan Reynolds What do we need? â—?
We want to use his image to connect with people that are suffering with depression and encourage them to seek help.
â—?
We want his image to be active in social networks to promote awareness of the event.
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Event Plan
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Event Plan ●
Nintendo Bright Winter Event
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On November 15, 2020, turn the TTC from being gray and miserable into…
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Objectiv e
A colourful Nintendo world Boosts morale and general cheer of commuters Spreads mental health awareness
Event Plan ●
Nintendo Bright Winter Event
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Decals placed throughout the station and trains
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Objectiv e
Features Mario characters, items, and the product
Event Plan ●
Nintendo Bright Winter Event
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In place of the usual ads, important messages about mental health
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Objectiv e
Includes hashtag, microsite url, and coupon code
Event Plan ●
Nintendo Bright Winter Event
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In place of the usual ads, important messages about mental health
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Objectiv e
Includes hashtag, microsite url, and coupon code
Event Plan ●
Nintendo Bright Winter Event
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Video of Ryan Reynolds talking about mental health
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Objectiv e Nintendo Switch Lites attached to pillars
Entertains commuters while they wait for their train
Conclusion / Measurement
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Measurement ●
Sales: Discount code
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Impressions & Reach: Visitors (website & Event), microsite, hashtag usage, likes and share on social media.
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Media Impressions: Measure the media placement from the celebrity impact participation
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Thank you for your attention
