FC 24 Launch

A BRAND EXPERIENCE

Showcasing "the future of football".

The Challenge

Following a long-standing and famous association with FIFA, in 2022 EA Sports announced it was parting ways and set in place plans to release its new EA FC. Featuring a new logo and a new look and feel, EA Sports promised to show gamers “the future of football”.

With hype building for this anticipated launch our challenge was to bring the game to the masses in an exciting an memorable activation, build excitement, driving awareness and providing an opportunity for fans to try the new game.

Demographic Teens/Young Adults

Locations LDN + MCR

Duration 9 Days

Objective Buzz and Awareness

A detailed, scaled drawing illustrates the dimensions of the EA Sports pop-up at Westfield London. The mock-up includes detailed line drawings of each section of the installation, with lines in black and blue. Each part of the drawing is labeled.

A close up of two young men who are playing the new EA Sports FC 24 on a PlayStation console he is holding a game controller playing the game. The installation is behind them.

A teen stands in front of a massive EA Sports FC 24 game case display outside Westfield Shopping Center, looking down at his phone. The installation, styled like a PlayStation 5 game box, is located outside the shopping centre. People are standing around the display, looking at it and waiting to try the game.

The Execution

With the desire to make an impact worthy of this monumental moment for FC 24 we created a larger than life EA FC 24 game case. Housing 2 x Playstation consoles and designed for both the external and internal locations, the installation was toured to London and Manchester.

The installation formed the focal point for influencer and PR activity while providing hundreds of passersby with the opportunity to demo the game in short head to head matches with our FC 24 pros!

Three passersby stand in front of a life-sized FC24 game case installation, taking a selfie with the impressive display in the background.

This image shows a large-scale installation for the FC 24 launch, with two people standing in front of it, giving thumbs up. The installation, positioned within the Atrium of Westfield Shopping Centre, is styled like a huge, life-sized version of the PlayStation 5 game box, featuring a picture of footballer Erling Haaland kicking a football. The box is adorned with a large blue bow and is situated between Christmas trees and holiday decorations within Westfield Shopping Centre, London.

A close-up view of a large-scale installation for the FC 24 launch. This image highlights the game station, showcasing the digital screen with the game in action and two game controllers ready to be picked up and used.

The Outcome

The campaign, as expected, received an overwhelming response. With so many fans anticipating the game’s launch, the installation provided a physical touch-point for them to share their excitement, ask questions about the game and experience for themselves “the future of football”.

The activation also served as the perfect focal point for a range of influencers who attended to stream, play and share this momentous launch for EA Sports.

Days

1646

Matches Played

535713

Passing Footfall

A close up of a man playing the new EA Sports FC 24 on a PlayStation console he is holding a game controller playing the game.

This image shows a large-scale installation for the FC 24 launch, positioned within the Atrium of Westfield Shopping Centre. The installation is styled like a huge, life-sized version of the PlayStation 5 game box, featuring a picture of footballer Erling Haaland kicking a football. The build is adorned with a large blue bow and is situated between Christmas trees and holiday decorations within Westfield Shopping Centre, London.

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