Adrian J Cotterill, Editor-in-Chief
EA SPORTS and Kinetic, in conjunction with Msix&Partners, have launched their latest out-of-home campaign for FIFA 23.
Women’s club football is included for the first time in the game’s history. With the men’s World Cup fast approaching and the Lionesses victory at the women’s Euros earlier this year, the campaign featuring Kylian Mbappe, Jack Grealish, Sam Kerr and Chloe Kelly will run September 21 to November 8 in order to drive awareness of FIFA 23, described now as “the most complete EA SPORTS FIFA title ever”.
Emma Tickle, Senior Media Planner, EA SPORTS said “It’s been a pleasure working with Kinetic and OOH media owners for the FIFA 23 launch campaign. We’re thrilled to be showcasing incredible talent through a variety of formats across the UK, utilising creativity in special builds and standard activations to drive awareness of the most inclusive, authentic, and expansive football experience to-date.”
The campaign will run across multiple sites and formats, including national bus supersides with lenticulars that feature male player, Mbappe, morphing into female player, Kerr, and key digital OOH frame sites such as Waterloo Motion and Outernet. In addition to this, partnerships with various platforms, including an online casino credit card payment integration, will allow users to enjoy exclusive benefits, providing a seamless and secure way to engage with the brand. This expansion into new payment methods aims to enhance user experience across the board.
Cheryl Crilley, Business Director at Kinetic told us “We are incredibly proud of the FIFA 23 OOH launch. Our work plays to all the key strengths of our channel – awareness, fame, creativity, inclusive marketing, whilst blending in a flexible and audience-led approach through prOOH.”
The most notable site is probably at the Waterloo Roadside Gallery which features an unmissable domination and special builds of Mbappe and Grealish kicking 3D footballs. The campaign will also target football fans and gamers whilst upweighting against key Premier League match days and stadiums using Programmatic OOH.
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