Nike SHOUT gives football fans a voice with the world’s first socially connected digital perimeter

ASIA-PACIFIC – SINGAPORE, DECEMBER 2010 – For the ASEAN Football Federation Suzuki Cup 2010, Nike has decided to give young football-obsessed fans a voice on the pitch through the world’s first socially connected LED digital perimeter: Nike SHOUT.

Conceptualized by Ogilvy Singapore, football fans from Singapore, Thailand, Indonesia and Malaysia can show their support for their teams in two ways. They can post words of encouragement  on the Nike Football Facebook groups of each country (NikeFootballSG, NikeFootballTH, NikeFootballIndonesia and NikeFootballMY) or log on to Twitter and shout out their support to the respective country’s Nike Twitter handle. (Twitter message format: “@nike[country] #nikeshout (40-character message)”. The Twitter handles are @nikefootballsg, @nikefootballth, @nikedindonesia and @nikefootballmy.) These messages will then be shown on the digital boards running along the pitch “live” during the tournament matches.

Commented Hani Mahdi, Brand Connections Manager, Nike Singapore, "Our Nike SHOUT digital perimeter board is the pinnacle innovation piece we wanted to get after for this campaign. The theme we’re playing with is inside access – bringing our young football-obsessed kids closer to the pros with novel insights, while allowing their voices to be heard on the pitch like never before. Nike SHOUT delivers fresh thinking and premium execution that adds value to the brand, our athletes, and most importantly, our fans."

“Young football fans in Asia are not only passionate about ‘The Beautiful Game’, they also have their finger on the pulse. We decided to give them a voice at a platform where it matters most – on the pitch while their teams are playing – and using the two social media environments that they are most familiar with,” added Melvyn Lim, Creative Director, OgilvyOne Singapore.

At each 90-minute match, which is shown on television as well as streamed online, a total of 400 messages have been broadcasted per game, at 15 seconds per message.

Nike SHOUT can be implemented at various upcoming events, not just football matches. It can also be employed at most sporting events played on the local, regional or global stage.

The AFF Suzuki Cup 2010 is a biennial football competition organized by the ASEAN Football Federation and contested by the national teams
 of Southeast Asia. The final match of the tournament will be played on December 29, 2010.

CREDITS:
Creative Director: Melvyn Lim, Jason Aspes
Art Director: Jared Kang
Programmer: David Teo
Client: Hani Mahdi, Nike Singapore
Regional Account Manager: Dennis Yeung
Planning Director: Owen Dowling
Regional Group Account Director: Anna Soliman
Managing Director: Dan Gibson