Bandai breaks with tradition for Catcha Beast launch

Toy brand Bandai is launching its “most ambitious marketing campaign ever” in the UK to support the launch of its new Catcha Beast game.

The hand-held computer game, which has already sold 1.5 million units in Asia, was launched in the UK last week, and an ad campaign breaks on August 15.

It features a 100-second TV spot, created by Origami Films, that will run on ITV, Five and children’s channels including the Cartoon Network.

The TV campaign will be backed by print ads in children’s consumer titles and in-store materials, created by agency BCA. The media planning and buying for the campaign is by Media Matters. A website for the game, featuring tips and biographies of the characters, has also been created.

The ads detail the “play value” of the game – although Catcha Beast is computer based children must move around with their handsets as they hunt the “beasts”.

Once the animals are hooked players must twist and rotate to keep the beast on the handset as they reel it in, as though they were landing a fish. When captured the beasts must be trained to progress through the levels.

Bandai describe the length of the TV ad as a “break with tradition”, and says that overall the campaign is its “most ambitious ever”.

Earlier this year, Bandai extended its virtual pets brand, Tamagotchi, with the launch of Tamagotchi Familitchi, a game allowing users to look after multiple pets at the same time (MW.co.uk, Feb 14).

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here