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案例简介：摘要: 除了是足球场上最大的明星，国际足联是欧洲最大的电子游戏。这一声誉之所以获得，是因为一场运动创造了一个又一个赛季的销售记录，同时将国际足联变成了世界上最大的俱乐部。 视频游戏市场在 2010年至 2013 期间持续下跌。尽管如此，基于对实际购买行为有直接影响的沟通，EA Sports 成功创造了 € 3.84亿的附加值。 长期目标是建立 66% 市场份额的主导地位，并确保国际足联年复一年的创纪录表现。该运动向观众发表讲话，强调足球比赛的好处，并接触主流足球迷。 这个想法是为了增强游戏每个版本的兴奋感和新奇感。 该运动在短短两年内将国际足联的市场份额从 54% 提升到 70%，并在五年内占据了 93% 的主导地位。它在整个欧洲实现了创纪录的 5.92亿欧元的收入，并销售了创纪录的 1170万台，增长了 62%。
加入 CLUB13 (2mn)
案例简介：SUMMARY: 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%.
JOIN THE CLUB13 (2mn)
案例简介：摘要: 除了是足球场上最大的明星，国际足联是欧洲最大的电子游戏。这一声誉之所以获得，是因为一场运动创造了一个又一个赛季的销售记录，同时将国际足联变成了世界上最大的俱乐部。 视频游戏市场在 2010年至 2013 期间持续下跌。尽管如此，基于对实际购买行为有直接影响的沟通，EA Sports 成功创造了 € 3.84亿的附加值。 长期目标是建立 66% 市场份额的主导地位，并确保国际足联年复一年的创纪录表现。该运动向观众发表讲话，强调足球比赛的好处，并接触主流足球迷。 这个想法是为了增强游戏每个版本的兴奋感和新奇感。 该运动在短短两年内将国际足联的市场份额从 54% 提升到 70%，并在五年内占据了 93% 的主导地位。它在整个欧洲实现了创纪录的 5.92亿欧元的收入，并销售了创纪录的 1170万台，增长了 62%。
JOIN THE CLUB13 (2mn)
案例简介：SUMMARY: 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%.
加入 CLUB13 (2mn)
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基本信息
- 广告战役： #Playing the Long Game: FIFA '09-6a27#
- 广告品牌： EA SPORTS™
- 发布日期： 2012-08-01
- 行业领域： 电器/办公 , 影音娱乐
- 媒体类别： 短视频
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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