Agency: Wieden & Kennedy
Client: EA Sports
Lets FIFA 09 is an integrated marketing campaign including TV, websites, banners, emails and print all produced from a series of unique events.
The TV campaign launched in the UK, with a 4minute ad taking over an entire half-time break of a Manchester UTD Vs Chelsea match on September 21.
The ad shows a Manchester Vs Madrid EA FIFA 09 match featuring Wayne Rooney and nine gamers at a pub beer garden in Manchester, England taking on Real Madrid star Gonzalo Higuain and nine gamers at a city centre square in Madrid.
A second TV ad shows a similar event between France’s Olympique Lyonnais vs Germany’s Schalke 04, and features Karim Benzema playing for Lyon, supported by fellow French international Franck Ribéry, against German striker Kevin Kuranyi.
The TV campaign will run globally as 4:00 minutes, 30 seconds and 20 seconds from October 2008, and will be followed by 20’ Rematch ads pre-Christmas 2008.
Online the campaign has been brought to life in two stages; pre launch and launch. Pre launch banners and emails direct people to fifa09.ea.com where four films introduce the real local club fans, predicting the result of the up and coming matches.
Strategic planner Jonas Vail said, “Probably the hardest challenge we faced was developing an idea that could straddle the fence and excite both hardcore video gamers and die-hard football fans.
Focusing on the online 10 v 10 feature allowed us to kill two birds with one stone by highlighting a new technical feature hardcore gamers would appreciate, and by showing how that feature allows anyone to compete with their friends in a exciting way.”
At launch the site becomes host to the match events themselves, allowing users to watch the match, flip between each location and even watch live action replays from the game.
The campaign is running globally including the UK, France, Germany, Spain, Italy, Pan-Asia, Latin America, and South Africa.