FIFA

1
FIFA08

• Initiative for Electronic Arts

2
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

3
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

4
Solution. Campaign conception

• communicate around key football matches at the
  period of launch (Euro 2008 selection matches) to
  catch football fans audience in the most
  perceptive moments
• Message Russia England 80. Make your team
  score with FIFA08
• The message was placed around 3 matches
  Russia-England, Russia-Israel, Russia-Andorra
• Specific creative was prepared for each match
  with announce of the countries who took part into
  the match
• Before the match in TV guides next to matches
  broadcast information
• During the match in TV broadcasting of the
  match
• Right after the match on Radio Internet

5
Solution. Before

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

6
Solution. During

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

7
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 08
• In addition all the project was accompanied
  with image banners campaign

8
Solution Right after

• In the day after the match we put radio spots
  on the affinitive radiostations

9
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

10
Results

• TV cover we managed to cover 35 of men 18 by
  placing only 3 spots on air
• Internet
• 5,969,792 contacts with the message
• Outstanding click through ratio 0,95 - 10
  times higher than planned
• Print
• 10,700,000 people were covered

11
Results

• After 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 Russia
• Tony Watkins, EA marketing director

12
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