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EA SPORTS™ - "JOIN THE CLUB13 (2mn)" - Wieden + Kennedy Amsterdam

  • JOIN THE CLUB13 (2mn)
  • Electronic Arts Inc.
  • Wieden + Kennedy Amsterdam
  • Netherlands
  • Playing the Long Game: FIFA '09-FIFA'13
Product NameFIFA 13
Product CategoryVideo Games/Consoles
Date of First Broadcast/PublicationAugust 30, 2012
Media TypeTelevision
Length120 Seconds
Awards EURO EFFIES / EACA Euro Effies, 2013 (Bronze) for Long-term Effectiveness
Production Company Park Pictures
Editing Company Whitehouse Post
Audio Post Production Grand Central Sound Studios
Executive Creative Director Eric Quennoy
Executive Creative Director Mark Bernath
Creative Director Pierre Janneau
Creative Director Mike Farr
Art Director Mike Bond
Copywriter Bern Hunter
Director The Glue Society (Gary Freedman)
Director of Photography Glynn Speeckart
Executive Producer Elissa Singstock
Account Planner Ben Armistead
Actor / Celebrity Lionel Messi
Actor / Celebrity Alex Oxlade-Chamberlain
Actor / Celebrity Joe Hart
Advertising Manager Gregory Aubert
Advertising Manager Oliver Hughes
Advertising Manager Jon Rosenblatt
Advertising Manager Matt Bilbey
Advertising Manager Todd Sitrin



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%.