Blog Home 30th October, 2012

Increased Sales for Nintendo and Top Title in Planner Competition

Miami Ad School Grad Keir Moreano Wins Pick of the Litter, No Puppy

With its first quarterly loss in 30 years, Nintendo had a dinosaur-sized obstacle to overcome. The game Fossil Fighters: Champions, an archeological adventure with excavation, dinosaurs with magical powers and battles, needed to help boost sales for the holiday season. If this was not a large enough task, the game also had a wide target market, 6-10 year-old boys.

Keir Moreano, a strategist at Goodby, Silverstein & Partners and Miami Ad School San Francisco grad, submitted an insightful brief for Nintendo and their small budget DS game. Tapping into the sensibility and psyche of a school-age boy, Keir harnessed the sense of control someone that age needs to feel over their somewhat chaotic and ever changing world.

The results in units sold exceeded Nintendo’s goals. It also won Keir the title of Pick of the Litter in Miami Ad School’s annual competition for Account Planners with less than 3 years experience. An added benefit of the competition is a choice between an adorable chocolate lab puppy or cold, hard cash. He chose the cash. You can see the whole case study here along with the other finalists- the Braveheart-esque commercial is below. As for the puppy, maybe next year...

 

Winner:

Keir Moreano, Goodby, Silverstein & Partners; Client: Nintendo

Finalists:

Ashleigh Edwards, Team One USA; Client: The Ritz Carlton
Matthew Gardner, Droga5; Client: Hennessy

Amanda K. Rue, Team One; Client Icelandic Glacial Water

Judges:

Benny Thomas- Group Planning Director at Crispin Porter + Bogusky
Catrina McAuliffe- Senior Partner, Worldwide Planning Director at Ogilvy & Mather

Christopher Owens- Brand Planning Group Head The Richards Group

Esty Gorman- Director of Strategy at iris NYC

Michael Fanuele- Chief Strategy Officer at Fallon

Click here for more information on the Account Planning Program.

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