An integrated marketing communications campaign for a fictitious game for Wii Fit called Her Fit. It was created for our marketing communications project.

1. IMC Campaign Konval | Noor | Andrew | Doaa

3. Situation Analysis Problem Situational Analysis  Marketing  Target Audience  Communication  Creative/Media Strategy  Evaluation

4. Situation Analysis Problem Situational Analysis  Marketing  Target Audience  Communication  Creative/Media Strategy  Evaluation

5. Marketing Objectives Objective: Sell 500,00 units in the first 6 months Gain 25% of the women’s market share Market Share Nintendo has sold over 2 million Wii Units in Canada. Problem Situational Analysis  Marketing  Target Audience  Communication  Creative/Media Strategy  Evaluation

6. Target Audience Analysis Profile Women 30+ in Canada Concerned about health Higher education & income Life style: Busy mother Career focused Stay at home Problem Situational Analysis  Marketing  Target Audience  Communication  Creative/Media Strategy  Evaluation

7. Target Audience Analysis Influenced by Female Celebrities Friends Children Problem Situational Analysis  Marketing  Target Audience  Communication  Creative/Media Strategy  Evaluation

8. Nintendo Brand Awareness Industry leader from the start Competitors moving into motion gaming Launched Wii Fit in 2008 Highest grossing video game of all time Problem Situational Analysis  Marketing  Target Audience  Communication  Creative/Media Strategy  Evaluation

9. Brand Position Problem Situational Analysis  Marketing  Target Audience  Communication  Creative/Media Strategy  Evaluation

10. Creative & Media Strategy Central Theme Prevent osteoporosis Key Message Exercising can be fun Exercise at your convenience Enjoy game as a family activity Problem Situational Analysis  Marketing  Target Audience  Communication  Creative/Media Strategy  Evaluation

11. Creative & Media Strategy Rational Utilitarian Informative High Involvement Emotional Appeal Security Fear + Problem Situational Analysis  Marketing  Target Audience  Communication  Creative/Media Strategy  Evaluation

12. Creative & Media Strategy Maslow’s Hierarchy of Needs Problem Situational Analysis  Marketing  Target Audience  Communication  Creative/Media Strategy  Evaluation

13. IMC: Traditional Media Chatelaine 3.0 million readers Nov. & Dec. 2010 $62,350 x2 Canadian Living 2.6 million readers Oct. & Nov. 2010 $40,315 x2 Problem Situational Analysis  Marketing  Target Audience  Communication  Creative/Media Strategy  Evaluation

14. IMC: Traditional Media TV Ad on Oprah’s Show “Queen of Daytime” television Two 15-second commercials Filming cost: $140,000 Air cost: $200,000 October 2010 Problem Situational Analysis  Marketing  Target Audience  Communication  Creative/Media Strategy  Evaluation

15. IMC: Traditional Media Newspaper Ad in National Post 51% of women read daily newspapers Problem Situational Analysis  Marketing  Target Audience  Communication  Creative/Media Strategy  Evaluation

16. IMC: Public Relations Launch Party October 2010 Venue: Art Gallery of Ontario Cost: $20,000 Problem Situational Analysis  Marketing  Target Audience  Communication  Creative/Media Strategy  Evaluation

18. TwitterProblem Situational Analysis  Marketing  Target Audience  Communication  Creative/Media Strategy  Evaluation

19. IMC: Internet Marketing Google AdWords Use keywords Budget friendly Based on actual clicks Geographical targeting Cost: $20,000 Problem Situational Analysis  Marketing  Target Audience  Communication  Creative/Media Strategy  Evaluation

20. Media Timeline

21. Evaluation Plan Track & Analyze Sales & downloads from Wii Web analytics Feedback from Google AdWords Feedback from Facebook Ads YouTube views, likes, shares Facebook likes, shares Tweets, retweets, followers Problem Situational Analysis  Marketing  Target Audience  Communication  Creative/Media Strategy  Evaluation

22. Questions?