"The agency is filled with talented PR professionals who are up to date in the ever changing media landscape and give sound counsel and creative solutions to the Nike story."

Nike Canada

Case Studies

Nintendo is a powerhouse in the gaming community. But for Nintendo Wii Fit — an interactive fitness system incorporating yoga, strength training, aerobics and balance — it needed to engage a new target segment for the brand: young Canadian women and their families. That’s where APEX’s strong connections with Canadian consumer, lifestyle and health media at magazines, newspapers, programs, blogs and websites came in. Our approach included an invite-only, interactive launch event for not-so-tech-savvy journalists and aggressive, targeted national story pitching. Efforts paid off with widespread, in-depth coverage in lifestyle publications, websites and blogs, and the product sold out across the country.

The Results
  • 1.
  • 62 journalists and bloggers attended the Wii Fit launch event
  • 2.
  • Media and blogger outreach generated 285 stories, with a reach of more than 156 million
  • 3.
  • Wii Fit sold out the first day it was available in stores, and 100 per cent of the product shipped to Canada from May to October, 2008 was purchased
  • 4.
  • Several top-tier journalists maintained “Wii Fit diary” blogs to showcase their progress
  • 5.
  • The program won three awards in 2009: SABRE, IABC Gold Quill and CPRS National Award of Excellence
  • 6.
  • The campaign achieved an MRP rating score of 8/10, and a cost-per-contact of less than one cent
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