Electronic Arts, one of the world’s biggest video game companies, was facing fundamental challenges in how their advertising campaigns were being deployed around the globe.
On a mission to put their global player base first, the brand needed a reliable approach to campaign delivery that not only reflected creating for very diverse and opinionated local gaming audiences but that also allowed EA to produce campaigns efficiently and cost-effectively. Solving this problem would allow for global growth.
Our 30 years of experience in managing global campaigns unlocked the solution: creating a centralised production process to help them launch strong global campaigns for their various franchises.
Working together with the central marketing function, we created a bespoke process for creative production and global delivery. This process took care of the main obstacles, such as creating content for a huge range of channels and media, navigating clearance and trafficking, and ensuring live dates would always be met in every market.
In September 2020, FIFA 21 was released worldwide, putting our go-live process to test. The pressure was on to make sure that the global content was turned around rapidly and launched on time across all target regions (covering EMEA, APAC, US, and LATAM).
In less than three weeks we adapted, localised and delivered 7000+ assets across TV, video, and digital to 25+ markets. All deadlines were met and our assets, informed by our community’s 12+ years of experience working with EA, were of the highest quality. We carefully guarded EA’s brand to ensure that content was globally consistent and locally relevant.