Switch Pitch -The Playbook

Generation Media is:

Jessica Churchill - Creative Director

Nathaniel Dixon - Account Supervisor

Nicole Rossi - Client Marketing

Our Agency

Young, technologicalWe’ve known this stuff all our lives.

Specialists in college demographics.

Expert creative staffKnowledge of current technological trends, including gaming.We know how to reach the target market.

The Old Pitch

Lacked “real” energy. Billy Mayes has energy, just the wrong kind.

Lacked a concept of the platform’s place in the market. The video game industry is not an easy one for newcomers to break into.

Failed to properly display that this product straddles the line between console and mobile gaming. This is the product’s biggest selling point.

The Old Commercial

Did little to appeal to the product’s target market. The 18 - 35-year-olds will laugh at Billy Mays, and then they’ll laugh at the product.

Did little to indicate the product’s technical or mobile applications. Target market doesn’t have the patience or attention for “infomercial-style” advertising.

Our Players

The demographic is given, but don’t ignore the psychographics. Appeal to multiple gamer varieties; don’t let the platform be perceived as “only for” either major set.

Stress that there is no longer a sacrifice between power and mobility.

Don’t treat the Playbook as a joke. To gamers, gaming is serious business.

The New Pitch

Advertise with a visual style the target market recognizes and relates to.Use game-style graphics, special effects.

Display the unique offerings of the Playbook.Bridges the gap between mobile gaming and console power.

The New Commercial

“Game Anywhere” CampaignUse a theme gamers can relate to.Express the idea of gaming on the go without making it about the gaming - make it about the game.

Appeal to multiple types of gamers - casual and competitive.

The Concept

Combine iconic and easily recognizable video game imagery with iconic and recognizable real-world settings.Be sure to utilize characters and graphics from the games the Playbook plays; this allows for advertising of both the platform and the software in one shot.

The Campaign

The Campaign

The Campaign

These images are examples of the visual style of the commercial.Usable as print and web ads.

Insert the games into real-world settings, giving a real visual to the concept of “Game Anywhere.”