Konami
Uniting product and consumer insights
Brief
Pro Evo 2011 saw a complete product overhaul, with a host of new improvements including a revolutionary 360º player movement function. Our task was to create a product-led campaign that could still excite and inspire Pro Evo fans the world over.
Approach
Our 2010 campaign had identified that Pro Evo gave gamers moments of brilliance that other games could not match. A year later we identified a tribal defiance among fans to the over-commercialism and linear game-play of competitor titles. They prided themselves on their individuality, believing that these moments of brilliance gave them freedom to express themselves.
It was this consumer insight of a belief in freedom that allowed us to connect fans with the key product improvement - 360º command of the man on the pitch.
Solution
We united a product truth with our audience through the campaign idea ‘Engineered for Freedom’. We hailed PES 2011 as the true individual's game, giving gamers the chance to stand out from the crowd, while keeping a product message at the core. Simple and striking, our print advert used impactful, high-res photography of the best player in the world, Lionel Messi, to personify the freedom of the game.
Results
With loyal fans engaged, PES 2011 entered at number 2 in the UK All-Formats chart.
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