| Titre | Launch |
| Agence | Wieden + Kennedy Amsterdam |
| Campagne | Join the Club |
| Annonceur | Electronic Arts Inc. |
| Marque | EA SPORTS™ |
| Date de première diffusion/publication | 2012 / 8 |
| Produit | FIFA 13 |
| Secteur d'activité | Consoles de jeux et jeux |
| Synopsis | 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. |
| Type de média | Presse & publications |
| Bande son | Can you feel it |
| Planneur | Ben Armistead |
| Producteur exécutif | Elissa Singstock |
| Concepteur / rédacteur | Bern Hunter |
| Directeur artistique | Mike Bond |
| Directeur de création | Pierre Janneau |
| Directeur de création | Mike Farr |
| Directeur de la création | Eric Quennoy |
| Directeur de la création | Mark Bernath |
| Responsable de la publicité (annonceur) | Gregory Aubert |
| Responsable de la publicité (annonceur) | Oliver Hughes |
| Responsable de la publicité (annonceur) | Jon Rosenblatt |
| Responsable de la publicité (annonceur) | Matt Bilbey |
| Responsable de la publicité (annonceur) | Todd Sitrin |
| Acteur / vedette | Lionel Messi |
| Producteur print | Ewen Spencer |
| Maison de production | Park Pictures |
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