EA SPORTS™ - "JOIN THE CLU13"

Wieden + Kennedy Amsterdam

Wieden + Kennedy Amsterdam Amsterdam, Netherlands

Премии

11201

Бренд: EA SPORTS™
Страна: Netherlands

Рекламодатель: Electronic Arts Inc.

Заголовок	JOIN THE CLU13
Агентство	Wieden + Kennedy Amsterdam
Кампания	Join the Club
Рекламодатель	Electronic Arts Inc.
Бренд	EA SPORTS™
Дата первой трансляции/Публикации	2012 / 8
Продукт	FIFA 13
Бизнес сектор	Видеоигры/Приставки
История	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.
Тип медиа	Телевидение
Звуковая дорожка	Can you feel it
Аудио послепроизводственный этап	Grand Central Recording Studios
Редакционная компания	Whitehouse Post
Оператор-постановщик	Glynn Speeckart
Продакшн Студия	Park Pictures
Планировщик счета	Ben Armistead
Исполнительный продюсер	Elissa Singstock
Копирайтер	Bern Hunter
Арт-директор	Mike Bond
Креативный директор	Pierre Janneau
Креативный директор	Mike Farr
Исполнительный креативный директор	Eric Quennoy
Исполнительный креативный директор	Mark Bernath
Менеджер по рекламе	Gregory Aubert
Менеджер по рекламе	Oliver Hughes
Менеджер по рекламе	Jon Rosenblatt
Менеджер по рекламе	Matt Bilbey
Менеджер по рекламе	Todd Sitrin
Актер / Знаменитость	Lionel Messi
Актер / Знаменитость	Alex Oxlade-Chamberlain
Актер / Знаменитость	Joe Hart
Директор	THE GLUE SOCIETY