Partner Article

DARE creates launch campaign for FM17

Sports Interactive has unveiled a pan-European integrated launch campaign to celebrate the release of Football Manager 2017, created by DARE.

Targeting current, new and lapsed Football Manager gamers, the activity communicates how Football Manager has been designed to suit and fit around gamers’ lifestyles, rather than the other way around, while still retaining the authentic, data rich experience that genuinely improves their lives as fans.

The integrated campaign will consist of TV, online film and advertising, print, OOH and social, and will run across 13 key markets including the UK. The ads will air on Sky Sports and the campaign is due to run from now until Christmas. The ad can be viewed here https://vimeo.com/user6601269/review/188805441/3f586edacc

The creative features gamers, including cult FM legend Cherno Samba, playing Football Manager 2017 on the move, at home and even at a live Football match.

DARE, which was appointed by Sports Interactive as its lead creative agency for the launch following a competitive pitch process in September, is responsible for delivering all aspects of the integrated campaign.

Miles Jacobson, Studio Director at Sports Interactive says: “DARE impressed us with their passion and knowledge about FM, and football more broadly. They demonstrated a clear understanding of our objectives and have delivered a creative campaign that we know will connect with our audiences, engage with fans and build hype around the game in the run up to its official launch.”

Jamal Cassim, managing partner at DARE adds: “FM is a game people have grown up with, and for many fans it is more than just a game. It’s an iconic title, with years of gaming heritage behind it, making it a dream for us to work on.

“We wanted to deliver a campaign that reminded old players of how they felt when they first installed the game on their computers – the excitement, passion and knowledge that brings them closer to the game they love. But also to show new players that Football Manager is a game that doesn’t have to be reserved for the bedroom or your mate’s house, but which can be enjoyed on your terms.”

Creative credits:

Agency: Dare

Account Management: Alex Smith

Creative: Mat Bolton, Jake Atree, Matt Calaby

Planner: Oscar Eavis

Producer: George Ryan

Production Company: Unit 9

Producer (Unit 9): Harry Starkey-Midha

Production Manager (Unit 9): Eleri Evans

Executive Producer (Unit 9): Adam Dolman

Director: Simon Neal

Post-production: Coffee and TV

This was posted in Bdaily's Members' News section by Alex Sampson .