mcgarrybowen was founded in 2002 in New York City. We are an agency built on the belief that clients deserve better. Using that simple premise, we’ve built enduring relationships
with some of the world’s most iconic brands.

In 2008, mcgarrybowen became part of the Dentsu Network, and over the past three years, we have been named Agency of the Year three times (Ad Age: 2009, 2011; Adweek: 2011). Along the way,
Dentsu and mcgarrybowen have worked hand in hand toward creating a global mcgarrybowen network.

Now we are thrilled to announce the expansion of our London office. This growth is instrumental in helping clients reach every potential consumer and every potential touchpoint across the globe.
We are committed to partnering with our clients wherever they go, and today those goals have taken a giant leap forward. Together, we’ll continue to make great strides.

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Pokémon: Pokémon Everywhere

The Context

Pokemon launch new characters every few years and their devoted fans go wild for them. This year Pokemon had their biggest ever European launch. We needed to harness the passion of existing fans and drive excitement and awareness around the launch to build on the fan base and drive sales of the new Nintendo software.

The Work

We developed a multi-platform solution that let people discover the new Pokemon in the real world, their own cities and online. The ‘Pokemon Everywhere’ idea was to demonstrate scale and encourage interaction.

The pan-European campaign showed the characters in iconic city locations (localised to market). The campaign ran across outdoor, press, online and culminated in an event in Berlin. We took over the main city square and invited along passionate fans to meet the characters and play a four-storey interactive projection game.

Results

  • “The most successful ever Pokemon launch” Pokemon Marketing Director
  • 2nd fastest DS game ever in the UK
  • 1m games sold in the first 10 days of launch