Connecting with UK Audiences: How Waste Creative Helped Build Brand Awareness for Nintendo

Waste Creative built a multi-platform brand awareness campaign under the hashtag #SetPlaytimeFree. This was visually enticing, emotionally engaging and true to the Nintendo brand.

The Challenge

After a spike in playtime driven by a year of lockdowns and COVID restrictions, Waste saw that audiences were keen to get back outside and start spending time with friends and family, which meant for many, gaming might take a back seat.

However, Nintendo Switch’s unique, portable AAA gaming proposition meant that gaming could come with you. Waste set out to build a campaign that highlighted the flexibility of the Nintendo Switch and how it’s uniquely positioned to fit into, and enhance, the Summer plans of a variety of our audiences.

Key Deliverables

Campaign Strategy: Insight-driven planning tailored to UK audience behaviors post-lockdown.
Creative Development: Concept creation and production of campaign visuals and messaging.
TV Advertising: Two bespoke TV ads targeting key audience segments (young adults and families).
Out-of-Home (OOH) Advertising: Bold, locally resonant placements to amplify reach.
Influencer Activations: Partnerships with relevant creators to extend authenticity and social reach.
Web & Social Activations: Platform-specific assets and executions for organic and paid media across key channels.

The Solution

Waste devised a campaign specifically designed for UK audiences; #SetPlaytimeFree. In doing so, they were able to maximise the cultural relevance and brand impact of the campaign, showing the places and people of the UK.

Waste created two main TV ads that were designed to connect with local audiences, then crafted executions promoting the campaign across difference media.

On a strategic level, Waste targeted Nintendo’s two main audience segments separately (young adult and family). This allowed them to make each ad as enticing as possible and maximise effectiveness.

The central idea of the ads was simple, showing the Nintendo Switch as a fun enabler for quality family time, and at the centre of chill out time with friends.

Image source: Nintendo