Ben Armistead
Managing Director & Executive Strategy Director at 72andSunny
Amsterdam, 荷兰
标题JOIN THE CLU13
广告公司
广告战役 Join the Club
广告主 Electronic Arts Inc.
品牌 EA SPORTS™
首次发布日期 2012 / 8
产品 FIFA 13
行业领域 视频游戏/电玩控制器
剧情简介 SUMMARY:
FIFA’s aim was to expand its appeal and match its previous record-breaking performance of €479 million in revenue and 10.3 million games sold across Europe and to make FIFA ‘13 feel more inclusive by promoting the social energy that makes FIFA an exciting experience for all gamers.
FIFA identified over 5 million male ‘hit buyers’ around Europe, who represented the untapped market. These were the gaming magpies that were attracted to the shiniest launch of the season. The campaign’s budget was between €10 and 20 million and was used for the French, German and UK markets.
The creative strategy focused on the image of FIFA experience as a physical space and repositioned its franchise as ‘Football’s Social Network’. A film was created, in which a ‘new signing’ was followed while the gamer experienced the journey through the FIFA Club. The innovative aspect was to involve non-footballing celebrities, who also helped to prove the mass appeal of the franchise through their social channels.
Results showed that the actual revenue for FIFA ’13 hit a new EA Sports and franchise record of € 592 million while actual volume sales hit a new record 11.7 million units making it the biggest sports game launch of all time.
All this equated to additional revenue of €175 million vs. market projections, a campaign net profit in excess of €75 million, and the biggest sports game launch of all time.
媒体类别 电视
Soundtrack Can you feel it
音频后期制作
剪辑公司
摄影指导
制作公司
客户企划
执行制片
文案
美术指导
创意总监
创意总监
执行创意总监
执行创意总监
广告经理
广告经理
广告经理
广告经理
广告经理
演员/名人
演员/名人
演员/名人
导演

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