As part of the “My Time Is Now” campaign from Wieden+Kennedy, Nike launched an innovative digital out of home push designed to tap into the nation’s obsession with England’s progress during the Euro 2012.
Before the England squad was announced, iD6’s declared “the next wave are here” and featured 5 ‘New Masters’ – young players that participants could read about and then cast their votes for who should make the England squad!
On the day the England squad was announced, the new Nike sponsored youth players that made the cut were heavily promoted across the UK’s full range of digital OOH assets in a linear campaign cementing the My Time is Now concept.
During the tournament, Nike ran tactical copy featuring the Nike sponsored players and heroing their achievements within seconds of the end of each England game. On the 17th June, Nike also hailed Rooney’s return to the side by running a slow motion panning shot of Rooney’s eyes, the same image fronting the print campaign which ran on the cover of national newspapers.
My Time is Now was Nike’s most successful football campaign ever. Digital OOH was the one consistent media channel – introducing, supporting and celebrating the New Master’s throughout the tournament in a dynamic, tactical and interactive way.
Created by Wieden+Kennedy, Grand Visual provided tech consultancy and production and built the interactive elements including live score board. The campaign was planned and booked by Mindshare and Kinetic with all tactical copy delivered via OpenLoop, the live digital OOH campaign management dashboard.