| Titolo | Launch |
| Agenzia | Wieden + Kennedy Amsterdam |
| Campagna | Join the Club |
| Cliente | Electronic Arts Inc. |
| Marca | EA SPORTS™ |
| Data di Prima Diffusione/Publicazione | 2012 / 8 |
| Prodotto | FIFA 13 |
| Settore | Consolles per Video Games |
| Trama | 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. |
| Tipo di Media | Stampa e stampati |
| Colonna sonora | Can you feel it |
| Account Planner | Ben Armistead |
| Executive Producer | Elissa Singstock |
| Copywriter | Bern Hunter |
| Art Director | Mike Bond |
| Creative Director | Pierre Janneau |
| Creative Director | Mike Farr |
| Executive Creative Director | Eric Quennoy |
| Executive Creative Director | Mark Bernath |
| Advertising Manager | Gregory Aubert |
| Advertising Manager | Oliver Hughes |
| Advertising Manager | Jon Rosenblatt |
| Advertising Manager | Matt Bilbey |
| Advertising Manager | Todd Sitrin |
| Actor / Celebrity | Lionel Messi |
| Print Producer | Ewen Spencer |
| Casa di Produzione | Park Pictures |
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