The Nintendo Wii success story shows that in order to grow a category, you need to think and act differently from the existing category norm. Before the launch of the Wii, gaming was a niche pastime. The majority of women and older people were either indifferent to the idea of playing video games or alienated by the nature of the games and the tone of the advertising. By challenging category conventions across the whole market mix, Nintendo succeeded in attracting millions of new users.
A discussion about this case example can be found in this LinkedIn post.