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2019 ADC Awards - Advertising

Football Decoded

Agency McCann / London + Craft/McCann / London + Somesuch / London + Twentyfour Seven / Madrid

Client Microsoft
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Annual ID

ADC_ADV19028B

About the Work

Challenge: FIFA 18 was a crucial videogame for Xbox. But our competitor, PlayStation, had bought all the FIFA marketing rights. We couldn’t even show our own pack. How do you market a game you’re forbidden from marketing? Solution: We leveraged something bigger than videogame football – real football. Partnering with Real Madrid and a top gamer, we translated every move on the pitch into the corresponding Xbox controller buttons for FIFA 18. Special audio commentary and perimeter boards reinvented the football broadcast experience for fans in the stadium and at home, linking FIFA with Xbox without mentioning the game or contravening the marketing deal. Every touchpoint didn’t just advertise FIFA – it made our target audience better at it on Xbox. Results: - Over 100 million impressions - Reached 650 million spectators per match (x 12 matches) - FIFA unique player base grew 10% year-on-year from launch through to Q3