FIFA’08 Initiative for Electronic Arts

2 Brief Product: FIFA’08 – soccer computer game Target audience: people who like soccer Goal: To expand audience of the game by people who aren’t keen on computer games Campaign’s budget is very limited. If we put all the money on national TV we could buy 40 adjusted GRPs only

3 Solution. Insight One of the most sensitive moments for football fan is the moment when he gets info about a match results. In case his team lose a game a person feel bad because he can’t change anything FIFA’08 gives a person an opportunity to influence a match results in the computer game and bring his team to win

4 Solution. Campaign conception – communicate around key football matches at the period of launch (Euro 2008 selection matches) to catch football fans audience in the most perceptive moments – Message: “Russia : England 8:0. Make your team score with FIFA’08” – The message was placed around 3 matches: Russia-England, Russia- Israel, Russia-Andorra – Specific creative was prepared for each match with announce of the countries who took part into the match – Before the match – in TV guides next to matches broadcast information – During the match – in TV broadcasting of the match – Right after the match – on Radio & Internet

5 Solution. Before We put advertising of FIFA ‘08 into TV guides on the page with TV program where the matches were announced

6 Solution. During TV clip 10” on Pervy channel during the brake between match’s halfs Example: TV message for the match with England: «England-Russia 0:8. FIFA ’08 score is in your power»

7 Solution: Right after In the day after the match we put context advertising which appeared on request of the matches results. Also we used text links Example: message for the match with Andorra “Russia has won Andorra with a score of 0:8” In addition all the project was accompanied with image banners campaign

8 Solution: Right after In the day after the match we put radio spots on the affinitive radiostations

9 Solution: Right after In the day after the match we place advertising in daily sport titles In addition all the project was accompanied with image campaign in affinitive titles

10 Results TV cover: we managed to cover 35% of men 18+ by placing only 3 spots on air Internet: 5,969,792 contacts with the message Outstanding click through ratio – 0,95% - 10 times higher than planned Print: 10,700,000 people were covered

11 Results – After the campaign FIFA ‘08 moved to 2 nd place within the wide EA games portfolio according to sales results “FIFA 08 has been the most successful launch of an EA game to date in Russia” Tony Watkins, EA marketing director

12 What makes the campaign worthy of victory All the media placement were focused on the single integrated conception We find out the moment of the highest actualisation of consumer needs and inform them about the opportunity to satisfy the needs by playing the game in the very moment of needs actualisation Thanks to the focused campaign and the smart insight we’ve managed to realize the campaign using limited budget