Xbox: FIFA 14

Credits & Description:

Type of entry: Use of Direct Marketing
Category: Direct response broadcast: TV, radio & infomercials
Advertiser: MICROSOFT
Product/Service: XBOX 360
Agency: Y&R COLOMBIA Bogotá, COLOMBIA

Client: MICROSOFT
Product: XBOX 360
Entrant: Y&R COLOMBIA Bogotá, COLOMBIA
Type of Entry: Use of Direct Marketing
Category: Direct response broadcast: TV, radio & infomercials
Entrant Company : Y&R COLOMBIA Bogotá, COLOMBIA
Advertising Agency : Y&R COLOMBIA Bogotá, COLOMBIA
Advertising Agency 2 : WUNDERMAN COLOMBIA Bogotá, COLOMBIA

Chief Creative Officer: Mauricio Rocha (Y&R Colombia)
Executive Creative Director: Tito Chamorro (Wunderman Y&R Colombia)
Executive Creative Director: Juan Alvarado (Wunderman Y&R Colombia)
Creative Director: Ricardo Uribe (Wunderman Y&R Colombia)
Creative Director: Julian Andrés Núñez (Wunderman Y&R Colombia)
Creative Director: Juan Carlos Sosa (Wunderman Y&R Colombia)
Creative Director: Diego Suarez (Wunderman Y&R Colombia)
Creative Director: German Zuñiga (Wunderman Y&R Colombia)
Copywriter: Jairo Rubiano (Wunderman Y&R Colombia)
Copywriter: Andrés Luque (Wunderman Y&R Colombia)
Copywriter: Jorge Eliecer Pinto (Wunderman Y&R Colombia)

Describe the brief from the client:
FIFA wanted to communicate that the new FIFA 14 now includes the Colombian soccer league, so we decided that the best way to do it was to announce it during the most important match of the league.

Creative Execution:
It is relevant because the entire audience that we wanted to reach was watching the game that day. This way the message was delivered successfully and in a completely unexpected way.

Creative Solution to the Brief/Objective:
During the transmission of the most important match of the entire Colombian soccer league we replaced in real time the most important plays and goals with the graphics of FIFA 14. Four gamers replicated those plays and goals in an XBOX match and we immediately switched them in the replay of the transmission with a message communicating the good news. This way all Colombians knew that the new FIFA 14 now has the Colombian soccer league included.

Results:
220% increase of sales versus last year. This game was one of the most watched games of the entire season and it was broadcast on the most important sports TV channel in Colombia. It also was broadcast online. So, basically, we reached a huge amount of the population in real time. The rest of the country found out afterwards with the the media attention that we drew.