SHOUT by Ogilvy & Mather Singapore for Nike

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SHOUT

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Industry Sportswear, Athletic Footwear & Accessories
Media Promo & PR, Case study
Market Singapore
Agency Ogilvy & Mather Singapore
Executive Creative Director Peter Moss
Art Director Jared Kang
Account Supervisor Anna Soliman, Dan Gibson
Released December 2010

Credits & Description

Category: Best Localised Campaign
Advertiser: NIKE
Product/Service: NIKE FOOTBALL
Agency: OGILVY SINGAPORE
Agency: NEO@OGILVY
Date of First Appearance: Dec 1 2010
Entrant Company: OGILVY SINGAPORE, SINGAPORE
Entry URL: www.nikeshout.com/case-study/
Chief Creative Officer: Steve Back (Ogilvy Singapore)
Executive Creative Director: Peter Moss (Ogilvy Singapore)
Creative Director/Copywriter: Melvyn Lim (Ogilvy Singapore)
Creative Director/Copywriter: Jason Aspes (Ogilvy Singapore)
Art Director: Jared Kang (Ogilvy Singapore)
Producer/Programming: David Teo
Account Supervisor: Anna Soliman (Ogilvy Singapore)
Account Supervisor: Dan Gibson (Ogilvy Singapore)
Advertiser's Supervisor: Hani Mahdi (Nike)
Account Manager: Dennis Yeung (Ogilvy Singapore)
Planner: Owen Dowling (Ogilvy Singapore)
Media placement: Digital/ Outdoor - Facebook, Twitter, Mobile, Football Stadium Perimeter Boards - 7 Dec 2010

Insights, Strategy & 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.

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.

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 360,000 to 560,000.

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 Ligue 1 France, The American Football League, the Asian Football Federation Cup and upcoming Nike sponsored sporting events.