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Football fans connect with national teams via Nike SHOUT

9 December, 2010

World’s first socially connected digital perimeter created by Ogilvy Singapore

SINGAPORE — Football fans have often been described as the “12th man” of their favourite team. 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.

Conceptualised by Ogilvy Singapore, football fans from Singapore, Thailand, Indonesia and Malaysia can show their support for their teams in two ways. They could, firstly, post words of encouragement on the Nike Football Facebook groups of each country . Alternatively, they could also log on to Twitter and shout out their support to the respective country’s Nike Twitter handle . 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.

The results have been astounding: at each 90-minute match, which is shown on television as well as streamed online, a grand total of 400 messages have been broadcasted per game, at 15 seconds per message. The number does not include those that did not get past the moderators.

The best part about Nike SHOUT is its staying power: it can be implemented at various upcoming events. Its use is not limited to just football matches and it can be employed at most, if not all, sporting events played on the local, regional or global stage.

For more information, check out the tutorial here:  

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.

Creative Credits

Creative Directors
Melvyn Lim, Jason Aspes

Art Director
Jared Kang

David Teo

Hani Mahdi, Nike Singapore

Regional Account Manager
Dennis Yeung

Planning Director
Owen Dowling

Regional Group Account Director
Anna Soliman

Managing Director
Dan Gibson

1 The respective Facebook groups are: NikeFootballSG, NikeFootballTH, NikeFootballIndonesia and NikeFootballMY.
2 Twitter message format: “@nike[country] #nikeshout (40-character message)”.

Ogilvy & Mather Singapore
Long Li Yann, +65 98565405  

Jane Fraser, +65 9821 2914  

About Ogilvy & Mather
Ogilvy & Mather ( is one of the largest marketing communications companies in the world. Through its specialty units, the company provides a comprehensive range of marketing services including: advertising; public relations and public affairs; branding and identity; shopper and retail marketing; healthcare communications; direct, digital, promotion, relationship marketing. Ogilvy & Mather services Fortune Global 500 companies as well as local businesses through its network of more than 450 offices in 120 countries. It is a part of the WPP Group (NASDAQ: WPPGY, For more information, visit

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