Tim Cahill
Amsterdam, Netherlands
TitleBlindfolded Challenge
Campaign FIFA 10: How Big Can Football Get? - EA
Advertiser Electronic Arts Inc.
Brand EA Sports
Product FIFA 10
Business Sector Video Games/Consoles
Tagline Let's score 10 million goals at home

EA SPORTS is the leading developer of sports video games with a presence in more than thirty markets around the world and a product portfolio that spans 8 different major sports. FIFA is one of EA SPORTS' two biggest franchises globally and is their lead title each year in Europe. In effect, the success of the EA SPORTS label in Europe rests on the success of FIFA.

The business objective was to achieve a 10% year on year growth target, while the marketing objective aimed at broadening the FIFA franchise beyond just the core FIFA audience. The communication goal was to make FIFA gaming into a global cultural phenomenon that connects people through competition.

The communications hung around 3 main areas – TV, digital, and what the agency calls "Football Fabric". This included innovative media buys such as ownership of the online rights to Premier League coverage and Bundesliga fan benches, sponsoring teams like Swindon Town and in-stadium perimeter boards for season-long presence.

The distinctive power of video games is to answer a fundamental human desire - the desire to compete with others and to beat them. But the culture of gaming - and indeed of football itself - runs deeper than mere competition. It offers people a place and outlet for participation, for sharing a common passion and for belonging to something. Rather than dividing people, the rivalry, the banter, the fierce and feverish gameplay and the winning and losing actually bring people together.

Our insight was that FIFA 10 could satisfy this desire and make people feel part of the bigger universe of football in a way that other sports experiences couldn't.

Additionally, the data showing that were over 2 million FIFA games being played globally every day - FIFA was big because football was huge. So this is how the idea for the campaign appeared: when augmented and enhanced by the experience of playing FIFA, 'How Big Can Football Get?'

The FIFA10 campaign overshot its core European business objective by 83% within three months of the campaign launch. Additionally, the FIFA10 campaign also overshot all its country specific Value Sales objectives within three months of the campaign launch - by 59% in UK, 70% in France and 45% in Germany. All in all, the percentage of total European sales that came from people new to FIFA was 25%.
Media Type Web Film
Market France, Germany, United Kingdom
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