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FIFA’08 Initiative for Electronic Arts
12

FIFA’08 Initiative for Electronic Arts. 2 Brief Product: FIFA’08 – soccer computer game Target audience: people who like soccer Goal: To expand audience.

Jan 01, 2016

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  • FIFA08Initiative for Electronic Arts

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    Brief Product: FIFA08 soccer computer game

    Target audience: people who like soccer

    Goal: To expand audience of the game by people who arent keen on computer games

    Campaigns budget is very limited. If we put all the money on national TV we could buy 40 adjusted GRPs only

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    Solution. Insight One of the most sensitive moments for football fan is the moment when he gets info about a match results. In case his team lose a game a person feel bad because he cant change anything FIFA08 gives a person an opportunity to influence a match results in the computer game and bring his team to win

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    Solution. Campaign conceptioncommunicate around key football matches at the period of launch (Euro 2008 selection matches) to catch football fans audience in the most perceptive momentsMessage: Russia : England 8:0. Make your team score with FIFA08The message was placed around 3 matches: Russia-England, Russia-Israel, Russia-AndorraSpecific creative was prepared for each match with announce of the countries who took part into the matchBefore the match in TV guides next to matches broadcast informationDuring the match in TV broadcasting of the matchRight after the match on Radio & Internet

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    Solution. Before We put advertising of FIFA 08 into TV guides on the page with TV program where the matches were announced

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    Solution. During TV clip 10 on Pervy channel during the brake between matchs halfs Example: TV message for the match with England: England-Russia 0:8. FIFA 08 score is in your power

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    Solution: Right after In the day after the match we put context advertising which appeared on request of the matches results. Also we used text links Example: message for the match with Andorra Russia has won Andorra with a score of 0:8 In addition all the project was accompanied with image banners campaign

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    Solution: Right after In the day after the match we put radio spots on the affinitive radiostations

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    Solution: Right after In the day after the match we place advertising in daily sport titles In addition all the project was accompanied with image campaign in affinitive titles

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    ResultsTV cover: we managed to cover 35% of men 18+ by placing only 3 spots on airInternet: 5,969,792 contacts with the message Outstanding click through ratio 0,95% - 10 times higher than plannedPrint: 10,700,000 people were covered

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    ResultsAfter the campaign FIFA 08 moved to 2nd place within the wide EA games portfolio according to sales results FIFA 08 has been the most successful launch of an EA game to date in RussiaTony Watkins, EA marketing director

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    What makes the campaign worthy of victory All the media placement were focused on the single integrated conception

    We find out the moment of the highest actualisation of consumer needs and inform them about the opportunity to satisfy the needs by playing the game in the very moment of needs actualisation

    Thanks to the focused campaign and the smart insight weve managed to realize the campaign using limited budget

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