| Заголовок | JOIN THE CLUB13 (2mn) |
| Агентство | Wieden + Kennedy Amsterdam |
| Кампания | Playing the Long Game: FIFA '09-FIFA'13 |
| Рекламодатель | Electronic Arts Inc. |
| Бренд | EA SPORTS™ |
| Дата первой трансляции/Публикации | 2012 / 8 |
| Продукт | FIFA 13 |
| Бизнес сектор | Видеоигры/Приставки |
| История | SUMMARY: Besides being the biggest star on the football field, FIFA is the biggest video game of any type across Europe. This reputation has been achieved due to a campaign that has delivered record-breaking sales season after season, while turning FIFA into the world`s biggest club. The video games market suffered a continuous decline between 2010 and 2013. Despite this, EA Sports successfully generated €384 million in additional value, based on communications that had a direct impact on actual purchase behaviour. The long term objectives were to establish a dominant position of 66% market share and ensure FIFA’s previous record performance year after year. The campaign addressed their audience by stressing the benefits of football gaming and by reaching out to mainstream football fans. The idea was to enhance the sense of excitement and novelty in each version of the game. The campaign took FIFA from a market share of 54% to 70% in just two years, and on to a dominant 93% over five years. It achieved record-breaking revenues of €592 million across Europe and sold a record-breaking volume of 11.7 million units – an increase of 62%. |
| Тип медиа | Телевидение |
| Длина | |
| 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 |
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