Creative Brief

Advertising headline/tagline: Develop a creative brief for the selected case. The creative brief should answer the following questions:

  • Who is our target audience?
  • Where will this ad appear (i.e., OOH, online, print media, etc.)?
  • What is the goal. (i.e., increase awareness, sell product, improve image)?
  • Why do we need this ad?

Then craft a campaign tagline or headline suitable for an OOH or print advertisement (Combined coursework).

Creative Brief for the launch of VRSports, a virtual reality headset, by Electronic Arts

 

  1. What is the task?

To design an OOH advertisement that will inform the target audience about the launch of VRSports, EA’s new virtual reality (VR) headset, for all EA Sports titles.

VRSports will initially launch only for PCs, with the headset being rolled out to other platforms (consoles such as PlayStation and Xbox) toward the end of 2024. The initial stages of our campaign will focus on promoting the VRSports to PC gamers.

  1. What is the goal?

EA Sports titles are incredibly popular with PC gamers. Also, PC gamers tend to be gaming purists, willing to spend more than the average gamer to enjoy the most fulfilling experience – which is what the VRSports provides.

The OOH advertisement should inform the target audience about the launch of the VRSports, when it will be available and where they can buy it.

  1. Why do we need this?

EA has historically been a software company that develops and publishes games. The VRSports is the company’s first foray into gaming hardware. As VR increasingly becomes the future of gaming, the company saw an opportunity to retain existing players and reach new ones with a product line extension of EA Sports in the form of a VR headset.

The launch of a VR headset, a piece of gaming hardware, is an inflection point in EA’s history, and the company needs to make it count in the form of awareness and eventually sales to the target audience.

 

  1. Who are we speaking to?

Demographics:

  • Age: Primarily 18-34 years old (Millennials and Gen Z)
  • Gender: Skews heavily toward males (70% of EA Sports gamers are men)
  • Education: Attending university or usually have a college degree
  • Location: Urban/suburban areas
  • Income: Middle- to higher-income households

Psychographic and Behavioral traits:

  • Tech-savvy early adopters of gaming hardware/PCs
  • Value high-quality graphics and processing power
  • Usually are achievement-oriented
  • Subscribe to gaming services like EA Play
  • Attend gaming events, conventions
  • Often engage in online multiplayer communities
  • Active in online forums, gaming communities
  • Loyal to major EA Sports franchises like Madden NFL, EA Sports FC (formerly FIFA), NBA Live, NHL, UFC, etc
  1. What will make them listen to/read our material?

The VRSports has the potential to revolutionize gaming, especially sports-related gaming, because –

  • Full-body motion tracking: This feature will provide a more immersive and realistic experience as players will be able to physically mimic the movements of athletes, like taking a shot in hockey or executing a free kick in soccer.
  • Extended field of vision: Powered by two 2000 x 2040 LED displays, the 150° field of vision will allow players to perceive the entire playing field or court without turning their heads as much, mimicking the natural peripheral vision of athletes.
  • Haptic feedback: Advanced haptic feedback systems allow the VRSports to simulate the physical sensations of various sports activities, such as the vibration of a hockey stick hitting the puck or the sensation of heading a soccer ball.
  • Player-centric camera perspectives: Experience unique camera perspectives that put you directly in the athletes’ shoes, like the first-person view from a quarterback’s perspective in Madden NFL or a goalie’s in NHL.
  • Spatial audio: Featuring Dolby Atmos, the most immersive spatial audio technology developed by Dolby, players will experience a realistic soundscape in which every detail, from the cheers of the crowd to the grunts of the players, is crystal clear.
  1. Where will this story get told?

On billboards along highways close to major universities and sports stadiums. On displays within shopping malls in urban and suburban areas.

Word Cloud – VRSports, EASports, It’s in the game (the EA Sports tagline), Immersive Gaming, Cutting-Edge, Gaming rig, High-octane, Multiplayer, Esports, Bleeding-edge graphics, Pulse-pounding, Next-gen, Mind-blowing visuals, High-fidelity, Competitive Edge, Framerate smoothness, Latency-free, Ultra-responsive, Courtside-view, Summer Launch

 

Headline – VRSports

Tagline – Starting this Summer, You’re in the Game.