A fresh approach

EA Store™ Go Digital

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Top Title and Testimonial
EA Store™ Go Digital
Creativitea™ came up with an eye-catching design which prompted comments from around the games industry, congratulating us on the direction we were heading.
Top Project Details
Shane Bellamy | Marketing Manager
Project Type: 
Campaign
Project Type: 
Print
Project Type: 
Digital
Lead Designer: 
Lloyd Bedford
Lead Designer: 
Rik Barwick
Client: 
Electronic Arts™
Project Details
Background: 

Electronic Arts™ (EA); the world's leading independent developer and publisher of video games.

Project Brief: 

We were asked to design a look and feel that would work across marketing platforms and increase brand awareness within the market of 'Go Digital', a download service designed to influence buyers to switch to online buying.

Our Approach: 

Understanding the concept of the service and the customer experience was key to the visual execution of the campaign. We understood that there was a need to deliver the message that digital downloads of games was an alternative customer experience to that of buying 'hard' copies in store. With this in mind, we approached EA and found that there was also a sense that the online store hadn't much brand awareness within the market. An excited mood soon developed within the studio, that there was a chance to not only deliver a powerful creative, but also create an iconic identity for EA online in its self.

Results: 

Based on the lively and engaging nature of the products delivered, we created a strong visual, which represented the diverse genres of EA’s catalogue. Two variants of the creative were developed, first using the logo form as a focal point, and a second that used a strong typographic logo, which delivered the message with impact. The image created was exciting, alive and electric, adding to the message that this was a fast and direct way of buying game titles. The creative works with supporting imagery to display products and promotional messaging during the campaigns life.

Printed advertising was used to launch the campaign which featured in European and national gaming publications; Edge, PC gamer and PC Zone magazines for four months with posters and flyers supporting. Two variants featured during the campaign; a brand and service focused, implemented one after the other and online activity soon followed.

The campaign was also the treatment for further online marketing, including banners and e-mails which featured an additional ‘iced’ feel to bring it within the winter season.

More from this client: 

Command & Conquer™: Red Alert™ 3 Marketing Campaign

Mirrors Edge™ PlayStation 3 Theme

Creativitea* Design Studio | EA Store™ Go Digital
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