‘My Time is Now’ was Nike’s most successful football campaign ever – with boot sales up 134%. DOOH was the one consistent media channel; introducing, supporting and celebrating the New Master’s throughout the tournament in a dynamic, tactical and interactive way. Spanning over 18 different screen networks, DOOH enabled Nike to engage a hard to reach urban youth audience. Before the England squad was announced, interactive touch-screen iD6’s were used to fuel the debate on which players should be in the squad and during the tournament linear, and dynamic copy ran through OpenLoop and enabled Nike to celebrate golden moments throughout the Euros.
