Wii games manage user emotions through interactivity between the character and the player, promoting wellness. “Love’s Worth The Fight” is a communication strategy proposal for Wii with the intention of increasing Wii U sales amongst young couples who want to strengthen their relationship.

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Looking at the evident sales decrease of WiiU units, the group had to come up with a communication strategy project that would put WiiU back on track.

To begin, the group made an extensive analysis about Nintendo and their console Wii, regarding its Mission, Vision and Values, communication background, competition, target audience and visual identity. A SWOT chart was also developed to guide the group on the right direction to take on the project.

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Taking into consideration the analysis explained above, the group chose young couples has the main target for this communication strategy. After analysing today's social environment, the group realised that boredom amongst couples is one of the main reasons leading to divorces. Therefore, Wii’s intention is to prevent these divorces by engaging couples in new ways to relate, to strength their love, and get away from the routine. 

CONCEPT BOARD

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Communication plan

The communication plan proposed for this project is based on storytelling and integrates creative actions, publicity campaigns and product sales. Its fun and dynamic tone enhances the idea of challenge and competitiveness, motivating the target to defy their partners.

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MATCH TEST WEB PAGE

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TEASER CAMPAIGN POSTERS

COUPLES OLYMPICS SELECTION

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GRAPHIC PIECES EXPLAINING THE CHALLENGE

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WiiU COUPLES LIMITED EDITION

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