|Product / Service||NIKE|
|Category||A02. Best Use of Social Media|
|Entrant||OGILVY SINGAPORE, SINGAPORE|
|Entrant Company:||OGILVY SINGAPORE, SINGAPORE|
|PR/Advertising Agency:||OGILVY SINGAPORE, SINGAPORE|
|STEVE BACK||OGILVY SINGAPORE||CHIEF CREATIVE OFFICER|
|PETER MOSS||OGILVY SINGAPORE||EXECUTIVE CREATIVE DIRECTOR|
|MELVYN LIM||OGILVY SINGAPORE||CREATIVE DIRECTOR|
|JASON ASPES||OGILVY SINGAPORE||CREATIVE DIRECTOR|
|MELVYN LIM||OGILVY SINGAPORE||COPYWRITER|
|JASON ASPES||OGILVY SINGAPORE||COPYWRITER|
|JARED KANG||OGILVY SINGAPORE||ART DIRECTOR|
|ANNA SOLIMAN||OGILVY SINGAPORE||ACCOUNT SUPERVISOR|
|DAN GIBSON||OGILVY SINGAPORE||ACCOUNT SUPERVISOR|
|HANI MAHDI||NIKE||ADVERTISERS SUPERVISOR|
|DENNIS YEUNG||OGILVY SINGAPORE||ACCOUNT MANAGER|
|OWEN DOWLING||OGILVY SINGAPORE||PLANNER|
Football fans have often been described as the “12th man” of their favourite team. Recognising their passion for The Beautiful Game, Nike wanted to give these young football-obsessed fans inside access, bringing them closer to the pros in a novel way. And because these youngsters have their finger on the pulse, we wanted to give them a voice at a platform where it matters most—on the pitch while their teams are playing—and using social media environments they were already inhabiting.
Give football fans a simple, novel way to showcase their outsized passion for the game, live on the pitch.
Every message ran for 20 seconds each over each 90-minute match. That’s over 400 messages per game shown live on television and streamed online. Fans shouted their approval loud and clear. Nike’s daily conversation trend on Facebook and Twitter grew 58%. Even famous players like Cesc Fabregas and Rio Ferdinand tweeted to show their support. Nike Football’s Facebook page ‘Likes’ increased by 55% from 360K to 560K. One single Facebook post on Nike Football’s page: 24,000 comments Nike ran out of jerseys to sell. NikeSHOUT was so successful, it now travels the world to Lique 1 France, The American Football League, the Asian Football Federation Cup and upcoming Nike sponsored sporting events.
NikeSHOUT was a fresh way of letting fans show their support for their teams. Over a month and 12 matches, NikeSHOUT allowed fans to be heard on the pitch like never before. They simply went onto Nike Football’s Facebook or Twitter pages to post their messages, which appeared live on the pitch during the match, for players and fans alike to see.
Nike's football fans had plenty of passion and support to share with their teams. What they lacked was a platform to showcase that enthusiasm on a larger stage. What we did have was an opportunity to bring it all together using something that was present in every match, besides players and fans-- the ubiquitous perimeter board.
We looked at which social media tools our target audience used and interacted with most often (Facebook and Twitter). Then we created NikeSHOUT, the world's first socially-connected digital perimeter board. We implemented it during the AFF Suzuki Cup, where thousands of football fans would be waiting to cheer on their teams.