Nintendo DS
According to Rossiter & Bellman (2005), a benefit claim ought to be designed in such a manner to raise an emotional response that help inspire the consumer of the brand to consider it, as well as create or support positive beliefs pertaining to the brand itself. The benefit claim of a given brand could be perceived in terms of emotional, relational, rational, or value basis (Rossiter, R. John, & Bellman 2005).
The key benefit claim of the campaign in the case study is that Nintendo DS offers a great deal of female friendly games. This is a campaign particularly targeted at the U.S. female population who are noted to still represent a modest gaming audience (7 percent) as compared to their Japanese counterparts (20 percent). The benefit claim of the campaign is justifiable by the fact that gaming can be an enjoyable activity for every single member of the family, the female members being no exception. Unlike the previous Wili which only succeeded to have 38 percent of its users as women, Nintendo is hope to draw more female gamers because it well fits in keeping with the daily active lifestyle of women especially those in the United States (Elliot & Percy 2007).. It is a campaign to make women take up more gaming software as opposed to their traditional craving for fashionable pairs of shoes.
The benefit claim of Nintendo DS is reinforced by the change in the vocabulary relating to the game. There was a shift from the word “gaming” which was perceived more masculine to “playing” which women feel is more accommodating of them. In addition, Nintendo DS is presented as the ultimate solution to the increased desire of “me time” by majority of generation Y women between 18-34 years who are largely career-oriented. In this respect, the campaign carries a benefit claim of the Nintendo DS as a perfect counter-balance for the ambitious and stressful nature of the young American women.
Of greater significance, though, is the aspect of the benefit claim that the Nintendo DS software has diverse options that would make the lots of young American women to appreciate video games. Accordingly, the Nintendo DS provides a variety of titles ranging from fun filled adventures in form of Mario, to brain building puzzles together with simple diversions such as raising one’s own Nintendog. As such, Nintendo DS has the benefit of transforming play time in meaningful time contrary to the popular opinion that gaming as an ideal way of teenage boys to waste time.
In line with views of Rossiter & Bellman in the Marketing Communications book, the Nintendo DS campaign in the effort to have the brand better positioned, benefits that are significant to the target market of the brand were selected (Dahlen et al 2010). These are benefits that are believed that the brand is comfortably capable of delivering besides being uniquely associated the particular Nintendo DS brand.
The campaign got the attention of uninterested women running advertisement in the Media which featured popular female stars playing a DS. The celebrities with faces and personalities that majority of American young women recognized and admired managed to convince many everyday women that indeed playing video games was also as enjoyable. It also made women appreciate gaming as a way of doing something for themselves.
Reference:
Dahlen, Micael, Lange, Fredrick, & Smith, Terry, 2010. Marketing Communications: A Brand Narrative Approach, John Wiley & Sons: New Jersey.
Elliot, Richard, & Percy, Larry, 2007. Strategic Brand Management, Oxford University Press: London.
Rossiter, R. John, & Bellman, Steven. 2005. Marketing Communications: Theory and Applications. Pearson, Prentice Hall: New Jersey.
