Nintendo DS “Brain Training” scores with integrated campaign from Ireland/Davenport and Stonewall+

Advertising agency Ireland/Davenport and digital marketing agency Stonewall+ upped the ante in an integrated campaign to launch Dr Kawashima's Brain Training on the Nintendo DS Lite in the South African market.
Working closely together with Nintendo's South African distributor, Core Group, a campaign was developed that delivered an engaging and mentally-stimulating set of challenges across radio, in-store and online at

The Nintendo DS Lite is a unique handheld device that offers far more than gaming. Dr Kawashima's Brain Training delivers a game that stimulates the mind in a fun and highly addictive way. Nintendo collaborated with the renowned Japanese neuroscientist Dr Ryuta Kawashima (author of “Train Your Brain” and “Brain Age”) to develop this game of mind-teasing puzzles and exercises.

On radio, the campaign included sponsorship of “The Name Game” on Highveld Stereo for four weeks, and humorous radio spots driving awareness and inviting people to join the “Brain Age Challenge”. Sam Cowen and Jeremy Mansfield were also given the game to play. Their scores were then recorded and uploaded onto the website for a period of two weeks. Pre-recorded banter sessions between the two DJ's were flighted and the game also received great airtime when the two chatted about it during the show of their own volition.

In-store, promotional weekends were run by Personal Brain Trainers who showed interested customers how to play Dr. Kawashima's Brain Training and facilitated challenges between people.

Online, hosts information about the Nintendo DS Lite and Dr Kawashima's Brain Training and where to buy these products. It encourages people to join the “Brain Age Challenge” by sending an online challenge to their friends and rivals. It also hosts the leaderboard where those people who play the game at an in-store promotion can go to check their score and ranking.

The campaign was intended to start something of a movement around the idea of the “Brain Age Challenge”. Ireland/Davenport's point of departure was that people do not want to lose and, particularly, do not want to lose face. This emotion can be amplified by two things; a challenge between rivals and the presence of an audience. Stonewall+ used these departure points to develop an interactive online space to host challenges between rivals and to assist in driving the momentum of the campaign to build the “Brain Age” movement.

Challenges included Friend vs Friend, Corporate vs Corporate and a “Wackiest Video” challenge. Friends, enemies and rivals were challenged to see who has the youngest, brightest brain - and those scores were uploaded on the online leaderboard for all to see.

The campaign continues with the following elements:

About Stonewall+ Digital Marketing

Stonewall+, the digital marketing agency, serves world-class companies and marketers such as Anglo American, Aspen Pharmacare, Cadbury, Checkers, DStv, First National Bank, General Motors, Investec, JSE, Miller Genuine Draft, Neotel, Nepad, Old Mutual, PricewaterhouseCoopers, SA Tourism, Shoprite, Siemens and Red Bull.

Stonewall+ engages with clients to effect change on a strategic level first, before creating user-centric experiences that build brands and transform the way in which people interact with them.

Founded in 1997, Stonewall+ has been highly acknowledged for broadcast and interactive projects locally and internationally, whilst been published in three international Tauscher publications.

With offices in Cape Town and Johannesburg, Stonewall+ makes it possible for businesses around South Africa, and the world, to strengthen their brands in the digital and online environment.

About Ireland/Davenport

Ireland/Davenport is a boutique creative advertising agency founded in October 2005 by Philip Ireland and John Davenport, specialising in the generation of ideas, soundly based on strategic insight, that sells lots of stuff for clients.

Core to the agency's culture is its dedication to the development of mutually respectful relationships, both with its clients and its staff. Collaboration and partnership are at the centre of this relationship, without which it is the agency's belief, great work is not possible.

With BMW, Investec, Graham Beck, Nashua Mobile, Scooters Pizza, The National Arts Festival and Core Group as some of Ireland/Davenport's clients, the agency is incredibly proud of the company it keeps and the work that it is privileged enough to produce.

12 Dec 2008 12:46