2009 BRONZE

LEISURE PRODUCTS & SERVICES

DS WOMEN

NINTENDO DS, NINTENDO OF AMERICA

Reggie Fils-Aime, Pres.-COO
Cammie Dunaway, Exec. VP-Sales & Mktg.
Pierre-Paul Trí©panier, Consumer Mktg. Dir.
Priscilla Alvarez, Advt. Mgr.

LEO BURNETT USA

Dominick Maiolo, Sr. VP-Exec. Creative Dir.
PJ MacGregor, Sr. VP-Creative Dir.
Andrew Swinand, Pres.-Global Operations
David Brot, Acct. Dir.
Nickay Penado, Acct. Super.
Kelli Johnson, Planner

STARCOM WORLDWIDE

HARRISON & SHRIFTMAN

'MKTG'

DIGITAS

Nintendo DS faced a sales plateau if it didn't broaden its loyal, but saturated base of hardcore gamers. It was clearly time to tap into a new but unlikely target - young women. However, their views on gaming were often that it wasn't relevant to their lives. Nintendo needed to prove that things had started to change. Gaming became playing, and women they admired were in on the fun. This approach produced a shift in attitudes and behaviors that translated to unprecedented sales.