The Brief
By launching a brand new in-game mode focused on small-sided football (Volta), EA Sports had given themselves the opportunity to truly push the boundaries and bring the vision of FIFA to life in new areas of culture and lifestyle beyond football and gaming.
As a global football media business with a track record of helping brands navigate local football culture, COPA90 was tasked with driving awareness and brand engagement of FIFA20 and Volta around the world, as well as driving relevance of small-sided football in order to grow the game.
The COPA90 Approach
An original series in partnership with EA Sports, celebrating those moving the game forward by breaking new ground - all sourced from football-obsessed directors from the COPA90 Creator Network.
10 unique and diverse hero films directed by up and coming talent formed the backbone of the campaign, with 600+ assets distributed across COPA90, EA Sports and COPA90 Creator Network channels providing the reach and relevance needed to have an impact.
The Outcome
Groundbreaking records.
Put simply, the campaign was the highest performing partnership to ever run on COPA90 channels. It was our most viewed campaign ever, with 141% vs planned and achieved 2.5x the watch time benchmark on YouTube, our highest ever. At 208% vs planned engagement, it broke our records, along with the highest Creator Network engagement, at 5x the benchmark.
What’s more, the campaign was truly global, reaching football fans in 40 different countries and raising purchase intent by 35% versus pre-campaign.
35%
purchase intent increase
57%
game perception increase
730K
hours watched
$1.2M
worth of added media value through over delivery
“COPA90 continue to help us redefine how EA SPORTS FIFA communicates to young audiences around the world. Together we’ll continue to reinvent the model and push the boundaries of football communications for interactive content.”