标题 | Pre Launch |
广告公司 | Wieden + Kennedy Amsterdam |
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 |
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 | 平面 |
Soundtrack | Can you feel it |
客户企划 | Ben Armistead |
执行制片 | Elissa Singstock |
文案 | Bern Hunter |
美术指导 | Mike Bond |
创意总监 | Pierre Janneau |
创意总监 | Mike Farr |
执行创意总监 | Eric Quennoy |
执行创意总监 | Mark Bernath |
广告经理 | Gregory Aubert |
广告经理 | Oliver Hughes |
广告经理 | Jon Rosenblatt |
广告经理 | Matt Bilbey |
广告经理 | Todd Sitrin |
演员/名人 | Lionel Messi |
Print Producer | Ewen Spencer |
制作公司 | Park Pictures |