Nintendo UK is ramping up its support for the Government’s Change4Life campaign with a new month-long advertising initiative.
The platform holder’s new through-the-line TV and experiential marketing campaign kicks off this week, and will showcase Wii Fit Plus as a way for adults of all ages to maintain a healthier lifestyle.
Throughout the next month, the TV ads will use real-life case studies to show people who have benefited from both Wii Fit and the facets of the Change4Life campaign, including Up and About, 5 A Day and Snack Swap.
The experiential campaign will see Wii Fit Plus demonstrated in key UK cities, including London, Birmingham, Manchester, Southampton, Newcastle and Sheffield. The tour will be supported by Change4Life promotions throughout March and April.
“We’re thrilled to be able to continue to support this important campaign and build on the work we’ve already undertaken with Change4Life,” said Nintendo UK’s marketing director Dawn Paine.
“Our active and well-being titles are designed to bring fun to all the family, providing an innovative and enjoyable form of entertainment that gets everyone moving, and whilst not the whole situation, can form part of a healthy lifestyle.
“As pioneers of the exer-gaming phenomenon, we’re thrilled to be able to use our unique position to talk to families about the role active computer games, healthy eating and exercise can in people’s lives.”