Launch of the world’s biggest football game gets star treatment down under
20 September 2010, Australia – Some of the biggest names in football internationally and locally have joined forces with EA SPORTS to launch the next instalment of the world’s biggest football game, FIFA 11, with the global TVC set to air locally on 19 September 2010, complemented by a bevy of Australian marketing executions.
The creative TV campaign designed by Wedien Kennedy out of Europe will see names such as Wayne Rooney, Kaka, Karim Benzema, Oezil and Australia’s own Tim Cahill come together in a competitive on screen ‘game off’, bringing their sporting rivalry to the FIFA 11 videogame arena, flaked by fans of all types and genders.
The tagline of the new TV campaign ‘We Are 11’ symbolises the evolution of the FIFA 11 franchise, whereby players of any age can now game in full 11 verses 11 glory, with added features such as Be A Goalkeeper and Personality+ – where in-game characters mirror the look, skills and physique of actual players.
The TVC in Australia will be supported by a mixture of online and print executions – as well as a large scale public relations program consisting of themed media events, a Tim Cahill ambassador tour, a ‘clash of codes’ playoff between League, Union and Sydney FC players, a comprehensive media review program and a Sydney FC jersey sponsorship deal.
EA SPORTS Product Manager Paul Hellmrich says he’s thrilled to take this new game to market locally. “FIFA is one of the biggest videogame franchises in the world, with a true cult following, and I know existing and new fans alike are going to love the next instalment – FIFA 11. The support we’ve had from both local and international big-name talent is testament to the true quality of this title, it’s a great game and we can’t wait for fans to get amongst it.”
EA SPORTS FIFA 11 hits shelves in Australia on September 30 for PlayStation®3, Xbox 360®, Wii™, PC, PlayStation®2, Nintendo DS™, PSP® (PlayStation®Portable) and mobile. A downloadable demo is available online now, for more information visit www.fifa.easports.com.
The new game will be localised into 18 languages and available in 51 countries. Led by the 28-year-old Brazilian, Kaka, and featuring Socceroo star Tim Cahill in Australia, the 17 global superstars that adorn the covers hail from 15 countries, represent 11 different teams and play in 9 international football leagues, an ideal match for the World’s best-selling sports videogame.
Agencies involved in the Australian marketing campaign include PR agency DEC Communications, digital agency Profero, media agency MI Australia and activations agency EMG. The new TVC campaign can be viewed at http://www.easportsfootball.com.