EA Sports Digital, Case study FIFA and WE by We Agency

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Industry Video Games/Consoles
Media Digital, Interactive & Mobile, Case study
Market Brazil
Agency We Agency
Art Director Cristiano Rodrigues, Ricardo Sarno, Fernando Augusto
Copywriter Fernando Silva, Andressa Carnevale
Released May 2017

Credits & Description

Client: EA Sports
Brand FIFA 17 Game
Media info: video case
Agency: Agência WE
Creative VP: Guy Costa
Creative Direction: Guy Costa, Ricardo Sarno, João Paulo Magalhães, Ana Castelo and Luis Constantino
Art Direction: Fernando Augusto, Ricardo Sarno and Cristiano Rodrigues
Copywriters: Andressa Carnevale and Fernando Silva
Motion Graphics: Amanda Campos
Digital Coordinator: Guilherme Pettine
Business Intelligence: Bruno Neves
Planning: Guilherme Pettine, Lorena Tomassini and Daniel Rios
Agency Accounts: José Boralli, Suzana Poli, Bruna Darakdjian and Bianca Laurini
Media: Fabio Rosinholi, Daniel Spinelli, Renato Vian, Luani Macri and Gabriel Magalhães
Producers: Juliana Emeric, Laís Leleu and Fernanda Ragazzi
Client Approval: Alessandra Aguiar and Gabriela Parmegian
ESPN Editorial Partnership: Rafael Davini, João Palomino, Renato Mocoka, Gustavo Pupo, Larissa Campos, Daniela Lima, Karen Barbosa, Ivana Papi, Renata Netto, Alexandre Biancamano, Carlos Maluf/Daniel Wong, Stella Spironelli, Lucas Ohara, Felipe Felix, Thiago Andrade, Rafael Helvadjian, Cristiane Iwayama, Rafael Ribeiro, Leo Bertozzi and Rômulo Mendonça
FIFA 17 transforms into Champions League Championship
Fans of the video game FIFA truly are fanatic. The emotion they feel is as real as soccer players and cheer for the sport.
With this in mind, EA SPORTS promised that FIFA 17 would be the most realistic soccer game ever. And if the game and the emotions that go along with playing it are extremely realistic, the place where the game is watched should also be.
That’s why Agência WE transformed the launch of FIFA 17 into a Champions League championship.
At the press conference for the release of FIFA 17, the FIFA Hero League Championship was also announced. In partnership with ESPN, broadcasts of soccer games were replaced with broadcasts of the video game tournament.
For 3 months, 6 thousands people registered and played in the classification rounds. These rounds were transmitted for 10 hours on the channel. Furthermore, for the first time in history, the final of a video game championship, which lasted for two hours, was broadcast during primetime on the world’s largest sports channel. The games were covered by commentators and were also transmitted on social media.
The results could not have been better: the audience was larger than for the NBA finals in Brazil, more than 80 thousand interactions were registered during the game, and more than 24 million people were impacted. In just 3 months of sale, FIFA 17 became the best-selling game of the year. But, most importantly, FIFA 17 players felt like real athletes!