Nike Hypervenom III Reactive Perimeter Boards
My role: Creative concept and execution
Intro
Nike Football introduced a new boot to the market: the Nike Hypervenom III –the ultimate goal-scorer boot for any player with the instinct to find the back of the net.
Nike sponsors hundreds of football clubs around the globe with access to its media placements. Perimeter boards that decorate the sidelines are a prominent placement with hours of broadcasted air time each season. However, the placement hadn’t seen innovative approaches since going from still assets to motion graphics to grab the attention.
Nike sponsors hundreds of football clubs around the globe with access to its media placements. Perimeter boards that decorate the sidelines are a prominent placement with hours of broadcasted air time each season. However, the placement hadn’t seen innovative approaches since going from still assets to motion graphics to grab the attention.
Insight
Goal celebrations are the trademark of any deadly striker. If you look at the likes of Kylian Mbappé, Robert Lewandowski, or Edinson Cavani, they all rock their unique move. These celebratory moments have become a cultural phenomenon fueled by FIFA, social highlights, and UGC creators. Making them an attention-grabbing moment in the game.
Password: hypervenom
Idea
To establish Hypervenom III as the ultimate striker's boot, we developed a reactive perimeter board creative that would deliver a unique Nike POV and elevate the most prolific strikers' celebration after each goal.
We implemented the approach to selected live-score apps to extend the creative idea.
Impact
The project was treated first and foremost as a pilot to estimate the future possibilities of a reactive perimeter board from a technical and scaling point-of-view. We saw a positive impact on brand recognizability and +3% higher click-through on the live-score application creatives.
