FIFA21: A true connection

Gustavo Ortega, Luz Ramiro, Enrique Lira

EA Sports, a video game developer, launched a campaign in Brazil to increase engagement with the launch of FIFA 21.

Campaign details

Brand: FIFA21Brand owner: Electronic ArtsLead agency: m/SIXCountry: BrazilIndustries: Gaming hardware & softwareMedia channels: Content marketing, Online video, Outdoor, out-of-home, Programmatic display, Social mediaBudget: 500k - 1 million

Executive summary

Habitually FIFA has built its fame using international figures globally, but with few local players and no local leagues included in the game. EA was finding it difficult to connect with the Brazilian market. While in the rest of the region, the engagement of new players was increasing 4ppt YoY, Brazil wasn't growing.

The low engagement...

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