Press Release: ''TOUCH ME!'' Nintendo of Europe announced €35 million marketing campaign for launch of Nintendo DS

27 January 2005 – The new hand held video games system from Nintendo, the Nintendo DS launches across Europe on 11th March 2005 and will be backed by the largest ever marketing campaign for a Nintendo handheld product. The integrated 'Touch Me!' campaign incorporates TV, print, in-store, POS, sampling, online and PR.

The innovative Nintendo DS will change the way people play video games through a whole set of new features such as dual screens and wireless communication. A key feature of the new handheld console is the innovative touch sensitive screen, and it is this that will form the creative theme underpinning the overall marketing strategy of this 'Touch Me!' campaign.

Jim Merrick, Senior Director European Marketing Nintendo of Europe comments:
"The touch screen empowers players by offering direct, fast and precise control over the world they are playing in – all at the power of the fingertips. Touching is, of course, one of our 5 senses but it is the concept of having power at your fingertips that has formed the rationale behind the Nintendo DS marketing campaign – what would happen if you could control everything around you in the real world with the touch of your finger!"

The campaign developed by German advertising agency Jung von Matt, kicks off with a teaser TV and print campaign in early February. The TV teaser advert introduces a teenager who accidentally discovers the power of his finger. In the launch TV advert, we then follow a day in the life of this teenager, featuring many action-packed and comical situations. The TV adverts, filmed in Buenos Aires, has been directed by award-winning Richard D'Alessio and produced by Radical Media.

The adverts will be supported by a comprehensive European print media campaign. The launch TV and print campaigns will begin at the start of March.

In-store activity and POS will also be an integral part of the marketing strategy, where sampling the Nintendo DS will be key. Brand new bespoke Nintendo DS interactive units have been created and over 7000 of these eye catching units will be placed in select stores across Europe, meaning people can easily get to sample the Nintendo DS to see and touch for themselves how good it really is!

The adverts will be supported by a comprehensive European print media campaign. The Nintendo DS teaser site has been live since December 2004 and the micro site will launch in Europe in February 2005. This will contain full details about the launch of the handheld console, the line-up of games and how to use all of the great new features of Nintendo DS. Direct mails and text messaging will also be used to drive awareness of the site.

Nintendo DS will come with a free software feature called PictoChat. This allows users to write text messages, or even create drawings, and then send them to friends within a radius of up to 100ft. The Nintendo DS when in sleep mode will spring to life if it senses another DS transmitting in range, alerting users that someone wants to chat or play games with them! For a limited period from launch Nintendo DS will be bundled with a playable demo version of Metroid Prime Hunters: First Hunt.

At the European launch, there will be a very strong line up of games for Nintendo DS suiting all tastes from Super Mario 64 DS, Polarium, and WarioWare Touched! to Pokémon Dash from Nintendo. Great third party titles include Rayman DS (Ubisoft), Project Rub (SEGA), Tiger Woods PGA Tour (EA), The URBZ: Sims in the City (EA) Asphalt Urban GT (Gameloft/Ubisoft), Mr. DRILLER: Drill Spirits (Namco), Spider-Man 2 (Activision), Ping Pals (THQ), Robots (Vivendi) and Zookeeper (Ignition).

The Nintendo DS will launch across Europe on 11th March 2005 at the estimated retail price of around 149.99 Euros. Software will be available at selected retailers at the estimated retail price of around 39.99 Euros or 29.99 Euros, depending on the specific title.

Click onto www.nintendo-europe-media.com for all the most up to date official information on the Nintendo DS.

About Nintendo:
Nintendo Co., Ltd. of Kyoto, Japan, is the acknowledged worldwide leader in the creation of interactive entertainment. To date, Nintendo has sold more than 1.9 billion video games worldwide, created such industry icons as Mario® and Donkey Kong and launched franchises like The Legend of Zelda® and Pokémon*. Nintendo manufactures and markets hardware and software for its popular home video game systems, including the Nintendo 64, NINTENDO GAMECUBE, Game Boy Advance and Game Boy - the world's best-selling video game system which has sold over 170 million units. As a wholly owned subsidiary, Nintendo of Europe, based in Grossostheim, Germany, was established in 1990 and serves as headquarters for Nintendo's operations in Europe.