NVIDIA SHIELD Launch | Brand, DIgital, TV | Creative Strategist
WHAT
The next generation of games, deserves a next generation console. When NVIDIA looked to level-up from a GPU manufacturer to a full-fledged game console titan, they came to AKQA to launch a family of SHIELD hybrid consoles – devices that let you game anytime, anywhere, instantly
AUDIENCE & INSIGHTS
Seasoned gamers (ages 21-42) – these are the players who’ve witnessed, lived, evolved as fundamentally as gaming has itself. From 8-bit to 4K, this generation of gamers welcome expect their devices to keep pace with them
‘Adulting’ vs Gaming – with each passing milestone – new job, new lifestage, new mortgage – this cohort finds it increasingly difficult to dedicate time for play as other demands/responsibilities take center stage
Every surface, every moment – with a game-ready device always in their pocket (smartphones), gaming has left the living room making any moment worth ‘leveling up”
Primetime on my time – steeped in an ‘on demand’ age of entertainment – from Netflix to Spotify to Tinder – they’re looking for access whenever it’s convenient to them
CHALLENGE
Traditionally known as a gaming parts manufacturer, NVIDIA wanted to reimagine itself as an entertainment powerhouse – the first expression being a brand new family of SHIELD devices
OPPORTUNITY
Before the Nintendo Switch, this was our opportunity to introduce the first, ever mainstream ‘grab, go, lounge’ hybrid console, and, more importantly, a radical, new way to game
STRATEGIC IDEA
From specs to 🎆spectacles🎆
First priority was to broaden NVIDIA’s trusted domain – from a graphics parts manufacturer to a console, entertainment provider. We needed a new vernacular, less GPUs (tech specs), more FTWs (gaming experiences). Reframing NVIDIA as a company ‘made for games’ to one ‘Made to Game’.
SKILLSETS
Brand Strategy – led NVIDIA’s end-to-end repositioning, competitor analysis, user research, and commercial approach across product skews and console launch(es)
Creative Strategy – spearheaded creative directions and strategic approach, led creative brainstorms, briefing sessions, client pitch rounds and stakeholder roadshows
Experiential Consultant – key contributor and advisor across development of all product touchpoints – from web/retail destination to TV spot to digital campaign activations
MILESTONES
CEO showcase and buy-in – led C-suite level roadshow and pitch to NVIDIA’s C-suite, including Jensen Huang, CEO and secured alignment, project blessing, and creative approval(s)
Considered the “best Android TV product” – since launch and its subsequent 20 software updates, the SHIELD is and remains the industry’s leading Android TV/gaming device (proof)
Launched the first ever, hybrid console to gamers – We not only successfully launched a product campaign around NVIDIA’s new SHIELD devices, but we were first to introduce a brand new way to game, years ahead of the Nintendo Switch