Pokémon Sun and Moon, the latest entry in the legendary franchise, was released in November 2016 and marked the 20th anniversary of the game. With a range of new Pokémon to train and amazing new worlds to explore, expectations for the game were high.

The Brief

To drive sales of the game by targeting active Pokémon fans, as well as by triggering the nostalgia inherent in lapsed fans.

What We Did

The release of Pokémon Go in June quickly turned Pokémon into a global phenomenon.

This led to us developing an online strategy that used a combination of 1st and 3rd party data to divide audiences up into active and lapsed Pokémon fans. Creative sequencing then served specific messaging and video to different groups depending on what segment they fell into. Rather than concentrate spend into the week immediately either side of the launch, the content was drip-fed to the fans over many weeks, creating lots of buzz and momentum. The result was view-through rates over 2x the average we have seen on previous campaigns.

Along with a large scale ATL campaign that used national bus supersides and tube posters to create mass awareness, we ensured that we were reaching all possible targets across a wide range of touchpoints.

The Results

Pokémon Sun Moon went on to become Nintendo’s highest ever selling game in the UK, also serving to increase sales of the 3DS.

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