EA SPORTS™ - "Pre Launch"

Wieden + Kennedy Amsterdam

Wieden + Kennedy Amsterdam Amsterdam, Países Bajos

Premios

8095

Marca: EA SPORTS™
País: Países Bajos

Anunciante: Electronic Arts Inc.

Título	Pre Launch
Agencia	Wieden + Kennedy Amsterdam
Campaña	Join the Club
Anunciante	Electronic Arts Inc.
Marca	EA SPORTS™
Fecha de primera difusión/publicación	2012 / 8
Sector Empresarial	Consolas de videojuegos
Sinopsis	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.
Medio	Prensa y publicaciones
Banda Sonora	Can you feel it
Planificador de cuentas	Ben Armistead
Productor ejecutivo	Elissa Singstock
Responsable de conceptos / redactor	Bern Hunter
Director artístico	Mike Bond
Director creativo	Pierre Janneau
Director creativo	Mike Farr
Director ejecutivo de creación	Eric Quennoy
Director ejecutivo de creación	Mark Bernath
Director de publicidad	Gregory Aubert
Director de publicidad	Oliver Hughes
Director de publicidad	Jon Rosenblatt
Director de publicidad	Matt Bilbey
Director de publicidad	Todd Sitrin
Actor /Celebridad	Lionel Messi
Print Producer	Ewen Spencer
Productora	Park Pictures