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2019 One Show - Creative Use of Data

Football Decoded

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

Client Microsoft / Xbox
BACK TO RESULTS

Annual ID

OS_CU19003S

About the Work

Challenge: FIFA 18 was a crucial videogame launch 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 decoded football. Partnering with Real Madrid and a top gamer, we translated the data of every pass, shot and dribble on the pitch in real-time, and visualized it as the corresponding Xbox controller buttons for FIFA 18. From audio commentary to reactive perimeter boards to newspaper match reports, this approach linked 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