Xbox Film, Digital, Case study Football Decoded, 1 by McCann London

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Football Decoded, 1

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Industry Video Games/Consoles, Sports Teams & Events
Media Film, Digital, Interactive & Mobile, Case study
Market United Kingdom
Agency McCann London
Chief Creative Officer Laurence Thomson, Rob Doubal
Creative Director Jamie Mietz, Sanjiv Mistry
Creative Jim Nilsson, Jacob Bjordal
Production Somesuch & Co
Director Omri Cohen
Released June 2018

Credits & Description

Chief Creative Officers, McCann London: Rob Doubal and Laurence Thomson
EMEA Creative Directors, McCann London: Sanjiv Mistry and Jamie Mietz
Senior Creatives, McCann London: Jacob Björdal and Jim Nilsson
Account Manager, McCann London: Robert Stockton
Account Directors, McCann London: Francois d’Espagnac, Matteo Della Venezia and Tom Oliver
Regional Business Director, McCann London: Sailesh Jani
EVP, McCann London: Rob Smith
Senior Project Manager, McCann London: Paul Gillespie
Producers, CRAFT: Claire Colohan and Rebecca Wilford
Chief Production Officer, CRAFT: Sergio Lopez
Head of Planning, McCann London: Karen Crum
Senior Planner, McCann London: Fanni David
Planning Intern, McCann London: Jack Goss
Director, Somesuch: Omri Cohen
DOP, Somesuch: Todd Martin
Producer, Somesuch: Louise Gagen
Executive Producer, Somesuch: Seth Wilson
Composers, Somesuch: Reimer Eisig and Lennard van der Last
Music Supervisor, CRAFT: Chris Graves
Senior Sound Engineer and Sound Engineer, CRAFT: Adam Smyth and Giselle Hall
Editors, CRAFT: Mariona Sauret, Adam Ryzman and Francis Harris
Production Manager, 247: Miriam Sasiain
Production Coordinator, 247: Yasmina Ikimou
1st AD, 247: Lucas Cuevas
2nd AD, 247: Frodo Martinez
Ext. Producer, 247: Ivo Van Vollenhoven
Producer, 247: Bea Cañete
Artworker, Craft/McCann: Joe Richardson
Print Producer, Craft/McCann: Liam White
Studio Manager, Craft/McCann: Ellis Faint
Published: June 2018
FIFA 18, the latest in the football videogame series, was going to be crucial for Xbox. However, Xbox’s competitor had paid a fortune to buy all the marketing rights for the game. It meant that while they had total freedom to advertise the game any way they wanted, we at Xbox had the opposite – a 100% ban on marketing the game across all media. We couldn’t even show our own game packshot. How could we market a game we were forbidden from marketing?
We leveraged something bigger than videogame football – real football. In partnership with top club Real Madrid and a top FIFA gamer, we translated every pass, every shot, every possible combination on the pitch into the corresponding Xbox controller buttons for FIFA 18, in real time. With live perimeter boards and commentary, as well as reactive social and post-match newspaper reports, the tactic linked FIFA with Xbox in the minds of football-loving gamers, without ever mentioning the game or contravening the marketing deal. Our content gave fans a new way to watch football, to not just passively experience it, but to actively learn from the best and become better at FIFA 18 on Xbox.
Over 100 million impressions
Reached 650 million spectators per match (x12 matches)
FIFA unique player base grew by 10% year-on-year from launch through to Q3