Nintendo: Working out from home

Laura Whitmore, in her living room, playing with a Nintendo RingFit.

With most of the population now unexpectedly spending much of their lives at home, the pre-planned launch of an at-home fitness game came at a good time for Nintendo. They wanted to appeal to a wide audience by teaming up with a well-known British personality. who was authentic, genuine, well-liked and a household name, for an above-the-line advertising campaign. Enter LAURA WHITMORE.

  • Long-term partnership

    Since launching the 12-month campaign with Laura this trend has continued to grow

  • Driving social

    Laura’s two Instagram posts have generated over 300,000 organic views alone

  • Unexpected coverage

    Key pieces in Health & Wellbeing, T2 The Times, Tyla, Fit & Well and Radio 1 Press X To Continue podcast

Authentic and targeted

Nintendo’s campaigns use real people to demonstrate the personal value of their product. It was key that the campaign felt authentic and genuine, and had an ambassador that reflected that. We saw Laura as the perfect fit.

A new way to workout

Laura, M&C Saatchi Merlin and Nintendo worked together on a concept that authentically fit Laura’s brand and Nintendo's business objectives. Filmed in a carbon copy of Laura’s home, the ad shows how you can play from the comfort of your own home so you don’t need to worry about stepping into a gym, working out in miserable weather or sharing the showers after a hard session. This was key for Nintendo in order to tap into the new lockdown way of life – making fitness at home accessible and enjoyable. Laura with her easy-going attitude and relatability helped shape this message.

Growing adventurously

Since launch, Ring Fit Adventure has seen a huge demand in the UK market and across the globe. Players of the game love it with over 4,000 reviews on Amazon alone and retaining a 5-star rating.