| 标题 | Christmas (Rooney) |
| 广告公司 | Wieden + Kennedy Amsterdam |
| 广告战役 | Love Football, Play Football |
| 广告主 | Electronic Arts Inc. |
| 品牌 | EA Sports |
| 首次发布日期 | 2011 / 8 |
| 产品 | FIFA 12 |
| 行业领域 | 视频游戏/电玩控制器 |
| 广告口号 | All i want for Christmas is the ball |
| 剧情简介 | SUMMARY: In a declining games market, EA Sports was looking to launch its FIFA 12 Football game with the aim of maintaining its record-breaking performances of 2010. To do this they had to attract football fans who do not typically purchase football video games, because the game’s specific appeal amongst football gamers had reached saturation. Continued success depended on tackling the wider games market and bringing new gamers to the football genre. The objectives were clear: sustain FIFA’s previous record-breaking performance of €394m in revenue and 9.2m units sold across Europe within one year and attract football fans who didn’t typically buy football games. The creative strategy for FIFA 12 was to take the brand from being the best replica of the real game to being part of it – to go from two worlds to one. The message was clear; if you love football, you should play FIFA 12. For new players it would serve as a call to action. For existing players it would be an affirmation. In 2011, FIFA 12 endured the most difficult year in the franchise’s history yet enjoyed its greatest success. In a steeply declining video games market, actual revenue for FIFA 12 hit a new EA Sports’ and franchise record of €489m – an over-delivery of 24%. Actual volume sales hit a new record of 10.3m units – an over-delivery of 12%. FIFA was successfully positioned as an essential part of a fan’s football life. |
| 媒体类别 | 平面 |
| 执行创意总监 | Mark Bernath |
| 执行创意总监 | Eric Quennoy |
| 创意总监 | Mike Farr |
| 创意总监 | Pierre Janneau |
| 美术指导 | Craig Williams |
| 文案 | Zach Watkins |
| 战略企划 | Dan Hill |
| 战略企划 | Ben Armistead |
| Group Account Director | Jesse Long |
| 客户总监 | Kirk Johnsen |
| 客户经理 | Frederic Point |
| Agency | MediaCom |
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