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        Love Football, Play Football (75 sec)短视频广告营销案例

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        热爱足球，踢足球 (75 秒)

        案例简介：摘要: 在不断下滑的游戏市场, EA Sports 希望推出其国际足联 12 足球比赛，目的是保持其创纪录的 2010 年表现。要做到这一点，他们必须吸引那些通常不购买足球视频游戏的足球迷, 因为游戏的特殊吸引力 football 足球玩家已经达到饱和。持续的成功取决于应对更广泛的游戏市场，并为足球类型带来新的玩家。目标很明确:保持国际足联此前创纪录的收入 394 欧元，并在一年内在欧洲销售 9.2 台，吸引那些通常不买足球比赛的足球迷。国际足联 12 的创造性策略是采取品牌从真正游戏的最佳复制品到成为它的一部分 -- 从两个世界走向一个世界。信息很清楚; 如果你喜欢足球，你应该玩国际足联 12。对于新玩家来说，这将是行动的号召。对现有球员来说，这将是一个肯定。在 2011，国际足联 12 年经历了球队历史上最艰难的一年，但却取得了最大的成功。在急剧下降的电子游戏市场，国际足联 12 的实际收入创下了新的 EA 体育和特许经营权纪录，达到 489 欧元，超额交付 24%。实际销量创下 10.3 台的新纪录 -- 超额交付 12% 台。国际足联被成功地定位为球迷足球生活的重要组成部分。

        热爱足球，踢足球 (75 秒)

        案例简介：SUMMARY: In a declining games market, EA Sports was looking to launch its FIFA 12 Football game with the aim of maintaining its record-breaking performances of 2010.To do this they had to attract football fans who do not typically purchase football video games, because the game’s specific appeal amongst football gamers had reached saturation. Continued success depended on tackling the wider games market and bringing new gamers to the football genre.The objectives were clear: sustain FIFA’s previous record-breaking performance of €394m in revenue and 9.2m units sold across Europe within one year and attract football fans who didn’t typically buy football games.The creative strategy for FIFA 12 was to take the brand from being the best replica of the real game to being part of it – to go from two worlds to one.The message was clear; if you love football, you should play FIFA 12. For new players it would serve as a call to action. For existing players it would be an affirmation.In 2011, FIFA 12 endured the most difficult year in the franchise’s history yet enjoyed its greatest success. In a steeply declining video games market, actual revenue for FIFA 12 hit a new EA Sports’ and franchise record of €489m – an over-delivery of 24%. Actual volume sales hit a new record of 10.3m units – an over-delivery of 12%. FIFA was successfully positioned as an essential part of a fan’s football life.

        Love Football, Play Football (75 sec)

        案例简介：摘要: 在不断下滑的游戏市场, EA Sports 希望推出其国际足联 12 足球比赛，目的是保持其创纪录的 2010 年表现。要做到这一点，他们必须吸引那些通常不购买足球视频游戏的足球迷, 因为游戏的特殊吸引力 football 足球玩家已经达到饱和。持续的成功取决于应对更广泛的游戏市场，并为足球类型带来新的玩家。目标很明确:保持国际足联此前创纪录的收入 394 欧元，并在一年内在欧洲销售 9.2 台，吸引那些通常不买足球比赛的足球迷。国际足联 12 的创造性策略是采取品牌从真正游戏的最佳复制品到成为它的一部分 -- 从两个世界走向一个世界。信息很清楚; 如果你喜欢足球，你应该玩国际足联 12。对于新玩家来说，这将是行动的号召。对现有球员来说，这将是一个肯定。在 2011，国际足联 12 年经历了球队历史上最艰难的一年，但却取得了最大的成功。在急剧下降的电子游戏市场，国际足联 12 的实际收入创下了新的 EA 体育和特许经营权纪录，达到 489 欧元，超额交付 24%。实际销量创下 10.3 台的新纪录 -- 超额交付 12% 台。国际足联被成功地定位为球迷足球生活的重要组成部分。

        Love Football, Play Football (75 sec)

        案例简介：SUMMARY: In a declining games market, EA Sports was looking to launch its FIFA 12 Football game with the aim of maintaining its record-breaking performances of 2010.To do this they had to attract football fans who do not typically purchase football video games, because the game’s specific appeal amongst football gamers had reached saturation. Continued success depended on tackling the wider games market and bringing new gamers to the football genre.The objectives were clear: sustain FIFA’s previous record-breaking performance of €394m in revenue and 9.2m units sold across Europe within one year and attract football fans who didn’t typically buy football games.The creative strategy for FIFA 12 was to take the brand from being the best replica of the real game to being part of it – to go from two worlds to one.The message was clear; if you love football, you should play FIFA 12. For new players it would serve as a call to action. For existing players it would be an affirmation.In 2011, FIFA 12 endured the most difficult year in the franchise’s history yet enjoyed its greatest success. In a steeply declining video games market, actual revenue for FIFA 12 hit a new EA Sports’ and franchise record of €489m – an over-delivery of 24%. Actual volume sales hit a new record of 10.3m units – an over-delivery of 12%. FIFA was successfully positioned as an essential part of a fan’s football life.

        热爱足球，踢足球 (75 秒)

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        Love Football, Play Football (75 sec)

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