Electronic Arts DM EA XMAS GIFT SURPRISE by TBWA Manchester

Adsarchive » DM » Electronic Arts » EA XMAS GIFT SURPRISE


Pin to Collection
Add a note
Industry Video Games/Consoles, Games, Business equipment & services, Corporate Image
Media Direct marketing
Market United Kingdom
Agency TBWA Manchester
Executive Creative Director Pete Lewtas
Art Director Anthony Jones
Copywriter Andy Fenton
Designer Stephen Crawford
Released December 2009

Credits & Description

Category: Direct Response Digital: Email Marketing
Advertiser: EA
Product/Service: EA SELF PROMOTION
Date of First Appearance: Dec 25 2009 12:00AM
Entrant Company: TBWA\MANCHESTER, Manchester, UNITED KINGDOM
Entry URL: http://mail-track.com/cannes/ea-gift-surprise/
Executive Creative Director: Pete Lewtas (TBWA\Manchester)
Art Director: Anthony Jones (TBWA\Manchester)
Designer: Stephen Crawford (TBWA\Manchester)
Developer: Simon Cruise (TBWA\Manchester)
Copywriter: Andy Fenton (TBWA\Manchester)
Account Director: David Ancell (TBWA\Manchester)
Media placement: Email - Email - 25th December 2009

Describe the brief/objective of the direct campaign.
EA wanted to email their 1m most valuable European consumers to wish them ‘Merry Christmas’ and reward their loyalty. We were asked to create a direct digital communication that would get opened, engage with customers, reward their loyalty and achieve cut-through during a period when their inboxes are cluttered by Christmas email communications. The communication had to engage with a broad audience, as we were targeting consumers who had purchased different titles ranging from sport to hardcore shooter games.

Explain why the creative execution was relevant to the product or service.
We kept the email we sent to consumers very simple explaining they had a gift from EA waiting for them. When users clicked through they were allocated a gift to play for. This gift was then placed in one of three Christmas boxes. The user had to follow the box their gift was in whilst they were shuffled. Users got two chances to guess correctly to win their allocated prize. We used a simple game mechanic and made the content tone very tongue-in-cheek to ensure it didn’t take itself too seriously and damage EA’s reputation of creating high quality games.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We decided that the best way to engage our consumers was to talk to them in their own language and made the Christmas greeting into a game. We invited consumers to play the 'Christmas Gift Surprise' to wish them ‘Merry Christmas’ and win prizes. We created a ‘Christmas Gift Surprise’ and allowed users to play for their gift. Prizes included games consoles, free games, EA STORE gift vouchers and discount codes with every consumer guaranteed a prize.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
We emailed 1m consumers and achieved an 89% open rate and a 79% click-through rate. This result was 790k consumers clicking through to play the Christmas Gift Surprise.