Creative Brief
To announce the launch of a new VR headset called EA Challenger.
Raise awareness and get people excited about experiencing playing their favorite games with a VR headset.
It is EA’s most ambitious launch to date, as they previously did not focus on hardware development. Additionally, EA must engage and excite its audience to boost its reputation.
The primary audience spans PC gaming enthusiasts globally, including loyal fans of Electronic Arts and iconic series like The Sims, Star Wars, and Need for Speed. They range in age from 22 to 40 and view gaming as an integral part of their lives. The secondary audience comprises casual gamers and tech enthusiasts keen on the latest tech advancements and gaming hardware. United by the ability to invest in premium gaming gear, these individuals are always eager to explore new tech experiences and set industry trends.
What will make them listen to/read our material?
Curiosity, and a genuine love for gaming and innovation. They have been playing games for a long time and they’re ready to take their experience to a new level. They are knowledgeable about EA’s history and franchises, and they believe there’s a chance for redemption for their recently negative reputation. They trust EA’s commitment to arts and innovation and are eager to see where the company is heading.
- Out Of Home ads:
‣ Billboards in major cities across the globe
‣ Posters in shopping malls and highly transited areas
‣ Flyers in local gaming shops
- Tech and gaming conventions like esports competitions, GDC
- Online ads in services like Twitch, Discord, and other social media channels
- In-article ads within relevant publishers like IGN, PC Gamer, WIRED, TechCrunch, Engadget, CNET, etc.
- EA’s owned social media and sponsored ads
Challenger / Challenge Everything / Virtual Reality / Expanding Games and Reality / A New Level of Immersion / Ambitious / Like Never Before / Like No Other / It’s in The Game / EA It’s In your Head / See it to Believe it / Inspire The World to Play / People First / Innovative Technology / Immersive Storytelling / Immersion Like No Other / Another Way to Play / Changing the Game / Move the Needle / Transform the Future of Gaming / Dive Into the Future / Live To Play / The Future of Play / Play the Future / Eyes Set on the Game / Play A New Reality / Play Beyond Limits / Reality Expanded / Beyond Gaming / The Future of Play, Today / Reality, Upgraded / Step Into the Game / A Step Ahead
EA CHALLENGER. STEP INTO THE GAME.
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