EA SPORTS™ - "Launch"

Wieden + Kennedy Amsterdam

Wieden + Kennedy Amsterdam Amsterdam, Niederlande

Awards

8244

Marke: EA SPORTS™
Länder: Niederlande

Werbende: Electronic Arts Inc.

Titel	Launch
Agentur	Wieden + Kennedy Amsterdam
Kampagne	Join the Club
Werbende	Electronic Arts Inc.
Marke	EA SPORTS™
Datum der ersten Ausstrahlung/Veröffentlichung	2012 / 8
Produkt	FIFA 13
Geschäftsbereich	Videospielekonsolen
Story	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.
Medientyp	Presse & Publikationen
Soundtrack	Can you feel it
Etat-Planer	Ben Armistead
Executive Producer	Elissa Singstock
Texter	Bern Hunter
Art Director	Mike Bond
Creative Director	Pierre Janneau
Creative Director	Mike Farr
Executive Creative Director	Eric Quennoy
Executive Creative Director	Mark Bernath
Werbeleiter	Gregory Aubert
Werbeleiter	Oliver Hughes
Werbeleiter	Jon Rosenblatt
Werbeleiter	Matt Bilbey
Werbeleiter	Todd Sitrin
Schauspieler	Lionel Messi
Druck-Produzent	Ewen Spencer
Produktionsfirma	Park Pictures