Campaign details

Brand: Need for Speed Payback
Brand owner: EA Games
Lead agency: Spark Foundry Australia
Country: Australia
Industries: Gaming hardware & software
Media channels: Content marketing, Online video, Programmatic display, Radio & audio, Social media
Budget: Up to 500k

Executive summary

Need for Speed (NFS) is not only one of EA's most successful global game franchises, it is also one of the most iconic racing games in the world. However, the popularity of the racing game genre is stagnating. In the 2017 Deloitte Media Consumer Survey, only 6% of Australian gamers said they played racing games often.

With the release of its latest game, Need for Speed Payback, around the corner, EA needed to grow beyond the racing genre to connect with new fans.

Through bespoke studies, Spark discovered a significant overlap between racing game fans and action movie fans. Seizing this opportunity, Spark created a campaign to position NFS Payback as the action-driving blockbuster of the season. Central to this was a partnership with the world's most influential content creators in the world of car-modification, Mighty Car Mods (MCM).