NIKE SHOUT

Short List
TitleNIKE SHOUT
ClientNIKE
Product / ServiceNIKE BRAND
CategoryA03. Best Use of Outdoor
EntrantOGILVY SINGAPORE, SINGAPORE
Entrant Company:OGILVY SINGAPORE, SINGAPORE
Advertising Agency:OGILVY SINGAPORE, SINGAPORE
Media Agency:NEO@OGILVY Singapore, SINGAPORE

Results and Effectiveness

90-minute matches. 20 seconds per message. That’s over 400 messages per game shown live on television and streamed online. Even famous players like Cesc Fabregas and Rio Ferdinand tweeted to show their support. Nike’s daily conversation trend on Facebook and Twitter grew 58%. 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.

Creative Execution

The solution was a fresh way of letting fans show their support for their teams: NikeSHOUT—the world’s first socially connected LED digital perimeter board. It allowed their voices to be heard on the pitch like never before. Fans simply went onto Nike Football’s Facebook or Twitter pages to post their messages, which appeared live on the pitch for players and fans alike to see.

Insights, Strategy and the Idea

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 had 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.

Credits

Name Company Position
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
DAVID TEO PRODUCER
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
DAVID TEO PROGRAMMING