Electronic Arts DM NEED FOR SPEED SHIFT DRIVER by TBWA Manchester

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Industry Video Games/Consoles, Games
Media Direct marketing
Market United Kingdom
Agency TBWA Manchester
Executive Creative Director Pete Lewtas
Art Director Anthony Jones, Grace Mills
Copywriter Joe Coleman
Designer Stephen Crawford
Released September 2009

Credits & Description

Category: Direct Response Digital: Email Marketing
Advertiser: EA
Product/Service: COMPUTER GAME
Date of First Appearance: Sep 2 2009 12:00AM
Entrant Company: TBWA\MANCHESTER, Manchester, UNITED KINGDOM
Entry URL: http://mail-track.com/cannes/nfs-shift-driver-experience/
Executive Creative Director: Pete Lewtas (TBWA\Manchester)
Art Director: Grace Mills (TBWA\Manchester)
Art Director: Anthony Jones (TBWA\Manchester)
Designer: Stephen Crawford (TBWA\Manchester)
Developer: Simon Cruise (TBWA\Manchester)
Copywriter: Joe Coleman (TBWA\Manchester)
Account Director: David Ancell (TBWA\Manchester)
Production Company: (The Mob)
Media placement: Email - Email - 2nd September 2009

Describe the brief/objective of the direct campaign.
Need for Speed SHIFT is the 13th instalment of EA’s long-running franchise and focuses on simulation racing rather than the arcade racing of previous titles in the series. EA wanted to email their existing consumers to build awareness of Need for Speed SHIFT and showcase the realism of the game-play.

Explain why the creative execution was relevant to the product or service.
We shot live-action race day footage of the Aston Martin DBRS9 team, and used specialist POV head cams worn to capture all the race day excitement and adrenaline of the driver. We demonstrated the quality of the game by juxtaposing in-game footage with real life footage, to produce an intensive interactive race day experience. The consumer was able to customise their race day experience with their name and image which would appear in different scenes to add to the realism of their experience.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Conventionally pre-launch game emails point consumers to a game-play trailer, which only delivers the consumer a limited level of engagement. We wanted to create a virtual driver’s experience, putting the consumer behind the wheel to experience the racing realism for themselves. We emailed 100k Need for Speed consumers asking them to create their own personalised racing experience behind the wheel of an Aston Martin DBRS9. Once users had created their experience they could email it to their friends or post it on their social network with a message saying ‘Look at what I did at the weekend'.

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.
In the first 4 weeks of the campaign 35,000 personalised videos were created. The experience was viewed 50,000 times, of which13,000 views were generated as a result of consumers sharing on social networks, and an additional 23,000 views were achieved as a result of consumers posting their video on YouTube.