EA SPORTS™ - "Pre Launch"

Wieden + Kennedy Amsterdam

Wieden + Kennedy Amsterdam Amsterdam, Países Baixos

Prêmios

8092

Marca: EA SPORTS™
País: Países Baixos

Anunciante: Electronic Arts Inc.

Titulo	Pre Launch
Agência	Wieden + Kennedy Amsterdam
Campanha	Join the Club
Anunciante	Electronic Arts Inc.
Marca	EA SPORTS™
Data da primeira Transmissão/Publicação	2012 / 8
Sector Empresarial	Consolas de videojogos
História	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.
Tipo de Mídia	Imprensa e publicações
Trilha sonora	Can you feel it
Planeador	Ben Armistead
Produtor executivo	Elissa Singstock
Redator	Bern Hunter
Director de arte	Mike Bond
Director criativo	Pierre Janneau
Director criativo	Mike Farr
Director executivo criativo	Eric Quennoy
Director executivo criativo	Mark Bernath
Director de publicidade	Gregory Aubert
Director de publicidade	Oliver Hughes
Director de publicidade	Jon Rosenblatt
Director de publicidade	Matt Bilbey
Director de publicidade	Todd Sitrin
Actor/celebridade	Lionel Messi
Print Producer	Ewen Spencer
Produtora	Park Pictures