Nintendo Switch Ringfit Social Campaign
Nintendo Switch
Tencent launched Nintendo Switch and RingFit in China with an end-to-end campaign, from brand strategy to social commerce. Showing you how to get instant gratification without consequences.
Result
43,000 consoles were sold in just 3 days
4 million conversion revenue
1.288 million
conversion
13 million engagement
The Challenge_
Ringfit Adventure is a first of its kind exercise role-play game that was launching in China. The game is positioned as a game that rewards persistence, making exercise easy. But with the Chinese market filled with consumers allergic to the word “exercise”, we needed to talk about fun, not fit.
Our goal was to drive awareness and create a desire of RFA to an audience averse to exercising.
The Solution_
Exercise is perceived as one that requires hard work and dedication to see significant results. But in a Chinese consumer world, every moment is about instant gratification which made exercise something that did not have a path in their life.
Yet instant gratification always comes with consequences, making us feel… not so happy after all. We leveraged RFA’s instant response mechanism to resolve thus consumer tension, with the idea (Play your exercise, instant happiness with Zero consequences) showing consumers being healthy can be fun and easy to do with RingFit.
A social campaign that launched with a special pack, amplified via Douyin (TikTok) with KOLs across the consumer journey including OOH, E-Commerce, and digital media.
