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Creative Brief

Beyond Vision: Living the Legend

Disclaimer: Developed by Ellie Cai for a school project. Non-Commercial use.

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Our Target Audience:

  1. Demographics:
    1. Age range: 25 – 40 years old
      1. 17% of EA gamers are 11 to 17 years old, and 17% are 18 to 24. However, the average age of EA’s consumer base is 33 (Statista, 2019). 
    2. Upper-middle income level.
    3. Early adopter of new technology (tech-savvy).
  2. Live Ops PC gamers who play Apex Legends, “Star Wars: Battlefront,” “Battlefield” and more.
  3. Gamers of “EA SPORTS FC,” “FIFA,” and “Madden NFL”.
  4. Fans of streamers who play the PC games mentioned above.
  5. Players of the “Star Wars Jedi” franchise. According to the Games Industry Biz 2023 report, EA’s newest “Star Wars: Jedi” game sold over one million copies in the first week (Games Industry Biz, 2023). This success provided EA with a solid and loyal fan base.

Where Will This Ad Appear?

 

  • Out-of-home advertising on bus stops and billboards: 
    • Takes advantage of high-traffic urban areas for maximum visibility.
    • Locations near gaming stores, malls, and entertainment districts to capture the target audience’s attention.
  • Online Campaign and social media presence: 
    • A well-designed campaign on EA’s official website with up-to-date SEO optimization.
    • Social media posts on Twitter and Instagram aim to raise awareness, especially among gamers of specific video game franchises.
    • Collaboration with streamers on live streaming platforms such as YouTube and Twitch. 
    • In-game advertising across EA’s network, with a focus on EA Play.

What Is The Goal?

The primary goal is to increase awareness and excitement around the launch of the Beyond Vision Headset and the VR-compatible PC games. The campaign aims to position the Headset and the games as a must-have and unforgettable experience for gamers, especially fans of video game franchises. The campaign will showcase how this new technology can immerse players in their favorite worlds like never before, ultimately driving interest and intent to purchase.

Why Do We Need This Ad?

  • OOH: Utilized the high-traffic urban areas for maximum publicity. 
    • To attract gamers’ attention in their daily environment, creating buzz and word-of-mouth. 
    • Placing ads in strategic locations ensures that the Beyond Vision Headset is visible to a broad audience, including tech-savvy who are constantly searching for new technologies to adopt.
  • Online/Website: 
    • To provide a comprehensive digital platform that offers in-depth information about the Beyond Vision Headset. 
    • The official Beyond Vision website will allow EA to showcase its features, games, and potential VR experiences in detail. It also enables EA to track down the engagement level.

Key Messages:

  • The Beyond Vision Headset offers an unparalleled gaming experience, bringing fans’ favorite franchises to life.
    • With compatibility with beloved EA titles, the headset allows fans’ favorite stories to come alive.
  • Compete with the Beyond Vision Headset and become the Apex Legend yourself.
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