Nike FA11 “Take every advantage”
Nike has instigated a digital outdoor campaign to promote 4 new football boots launching this season. Two separate executions have been devised to promote the advantages of each boot. On the Westfield Spectacular, a 20” execution features all 4 boots hanging in the locker room and states “4-0 Before Kick off.” Each football boot is then featured in an animated sequence that explains the advantage of each specific style. The Mercurial is designed for speed for example and the CTR360 for control. The end frame cuts back to all 4 boots hanging in the locker room with the call to action “Take every advantage” branding and url www.nikefootball.com.
The campaign also plays on Digital 6 sheets at the Westfield Centre where the creative features the boots and alongside the associated football player. For the Nike Total T90, Rooney is pictured holding the football boot and standing in a boxing pose with the strapline “Be the weapon not the target” and for the CTR360 Iniesta is featured with his arms crossed and the strapline is “Meet the new boss. Take advantage of control.”
The activity runs at Westfield London for two weeks followed by Primevision screens located on Glasgow’s Subway Network.