EA Sports - "Christmas"

Wieden + Kennedy Amsterdam

Wieden + Kennedy Amsterdam Amsterdam, Netherlands

Премии

8573

Бренд: EA Sports
Страна: Netherlands

Рекламодатель: Electronic Arts Inc.

Заголовок	Christmas
Агентство	Wieden + Kennedy Amsterdam
Кампания	Love Football, Play Football
Рекламодатель	Electronic Arts Inc.
Бренд	EA Sports
Дата первой трансляции/Публикации	2011 / 8
Продукт	FIFA 12
Бизнес сектор	Видеоигры/Приставки
Слоган	Love Football, Play Football
История	SUMMARY: In a declining games market, EA Sports was looking to launch its FIFA 12 Football game with the aim of maintaining its record-breaking performances of 2010. To do this they had to attract football fans who do not typically purchase football video games, because the game’s specific appeal amongst football gamers had reached saturation. Continued success depended on tackling the wider games market and bringing new gamers to the football genre. The objectives were clear: sustain FIFA’s previous record-breaking performance of €394m in revenue and 9.2m units sold across Europe within one year and attract football fans who didn’t typically buy football games. The creative strategy for FIFA 12 was to take the brand from being the best replica of the real game to being part of it – to go from two worlds to one. The message was clear; if you love football, you should play FIFA 12. For new players it would serve as a call to action. For existing players it would be an affirmation. In 2011, FIFA 12 endured the most difficult year in the franchise’s history yet enjoyed its greatest success. In a steeply declining video games market, actual revenue for FIFA 12 hit a new EA Sports’ and franchise record of €489m – an over-delivery of 24%. Actual volume sales hit a new record of 10.3m units – an over-delivery of 12%. FIFA was successfully positioned as an essential part of a fan’s football life.
Тип медиа	Телевидение и кино
Музыка, радио и звуковой дизайн	Grand Central Recording Studios
Football Player	Wayne Rooney
Исполнительный креативный директор	Mark Bernath
Исполнительный креативный директор	Eric Quennoy
Креативный директор	Mike Farr
Креативный директор	Pierre Janneau
Арт-директор	Craig Williams
Копирайтер	Zach Watkins
Broadcast Director	Erik Verheijen
Исполнительный продюсер	Elissa Singstock
Стратегический планировщик	Dan Hill
Стратегический планировщик	Ben Armistead
Group Account Director	Jesse Long
Директор рабочей группы клиента	Kirk Johnsen
Специалист по работе с заказчиками	Frederic Point
Продакшн Студия	Smuggler
Назначение фотографии	Danny Cohen
Послепроизводственный этап	The Mill LA
Agency	MediaCom