The Campaign

Consumer: The competitive nature of gamers means being the first to DISCOVER is an essential part of sharing and engaging. Game: NFS is the most immersive and community-orientated racing game in the market. The only game that allows players to win by rewarding COLLABORATION, STYLE and PERSONALISATION. Market: Being too 'mass' is a turn-off for gamers and lacks credibility. We needed to go UNDERGROUND and avoid mainstream media. Challenge: How do we: • compete in a cluttered market with a small budget? • highlight unique qualities of NFS's gaming experience? • take fans back to where their love for cars, racing and gaming started? Solution: • Harness the power of co-creation • Bring the virtual reality of NFS into the real world • Be immersive and interactive (our audience are more likely to share/interact with content that they've influenced and reflects the virtual world that they love)

Creative Execution

Zen Garage, who feature in NFS, became our Crew Create Team for the build. We brought the game to life from day one. To drive hype around NFS's immersive features, we launched Crew Create with a 360 video on Facebook (media first in market/category) and seeded it across targeted channels. Our new 'online fan-crew' were asked to vote weekly on different body designs that would appear on our car by commenting under our videos in real-time. 360 formats meant the car could be scrutinised from all angles. The build was complimented by a NFS Spotify App that allowed users to discover their music 'drive style.' Design collaborations with Hayden Cox (renowned surfboard designer) and DVATE (Australian street-art legend) on several car features created new urban relevance. Revealed at Australia’s biggest street-car event, End Of Month Meet Sydney, fans were rewarded with an exclusive video experience of the car being raced.

TARGETED AWARENESS OVER CHRISTMAS 2015 - Delivered 2.5M+ unique engagements (double our KPI) - With zero search spend NFS attained search queries above any other race category competitor - representing 79% market share - 80% increase in Facebook fans 2- MAXIMISED INVESTMENT EFFICIENCY - Earned Media was greater than the total media investment - over $200K - The most cost efficient campaign for EA to date. Average CPE of $0.06 - Spotify App delivered unprecedented engagement rates on EA social 3- GET EYES ON GAME PLAY IN A UNIQUE AND INTERESTING - 4.44% engagement rate, Crew Create content SURPASSED Australian Industry benchmarks of 2.80% across all categories 4- BUILD A POOL OF HAND-RAISERS - Delivered 4,000+ ORGANIC new EA Facebook fans within a month - We influenced the product and changed HOW PEOPLE PLAYED THE GAME - OUR VEHICLE BECOME THE MOST POPULAR CAR CUSTOMISED WITHIN THE GAME

A three pillar process: Discover: leverage EA owned channels to seed NFS content. Your style: content personalisation - giving our audience control. In the new underground: utilise niche channels/communities to create cultural attachments. NFS CREW CREATE: a content-fuelled story bringing together multiple communities to create the ultimate crew built NFS vehicle in the real-world. A content-led story built in 3 stages: 1. FIND A CREW: leverage Automotive, Surfing, Music and Design communities that have the power to influence cultural and social trends. 2. BUILD THE CAR: from surfboard designers shaping body-kit, street racers selecting wheels, to urban artists designing graphics, each influencer brought their passion-points to the build. Most importantly, our audience had the final say on each and every element. 3. SHOW SOME STYLE: 360 video and real-time user personalisation took in-game integration to the next level. NFS Crew Create developed the world's first street-car designed by gamers.