BACKGROUND
EA wanted to build awareness amongst their consumers of a new title, 'Grand Slam Tennis'. The game delivers the deepest and richest tennis experience ever developed for the Wii with authentic tennis motions on the most famous courts in the world.
EA's USP against their main competitor 'Virtua Tennis' was the official licenses to feature the worlds top tennis players past and present such as Rodger Federer and John McEnroe. Consumers were not aware of the point of difference between existing tennis titles. EA didn't want to communicate about game features instead they wanted to leverage the licences and entice consumer's curiosity, to make them interact and potentially drive purchase and pre-order consideration.
CREATIVE EXECUTION
We decided to leverage one of the most famous personalities in tennis to help engage consumers and highlight EA's exclusive licenses.
Consumers were sent an email with the subject line 'A message for you from John McEnroe'. The email was designed as a letter to the consumer with the copy being true to his famous attitude persuading the consumer to get involved and find out more about Grand Slam Tennis.
We included the famous Wimbledon score boards and logo to emphasise the exclusive licence and encouraged users to share the news of Grand Slam Tennis on their social networks.