Christmas|海报/平面|广告营销案例【ADGuider广告指南】

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案例简介：

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案例简介：情节 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.