We identified the one opportunity to target 55,659 diehard fans and invented a new media format to capture their imaginations. Our idea was use a stadium billboard in a way that hadn’t been done before at Australia’s farewell match before the World Cup.

When a player created a moment on the field, the creative team (who were sitting live in the stadium) wrote a future news headline inspired by the moment and uploaded it directly to the Liveboard. While the scoreboard reported on the moment, the Liveboard showed the ripple effect. These satirical news headlines were edited and updated live throughout the match as the action unfolded. It was live response creative that interacted with the match and the crowd.

NB: Please see case study video for the match highlights and our flash forward news headlines.

The Liveboard engaged with the 55,659 crowd for the full match. It was discussed on fan forums and helped Nike become the brand “of the moment” for Australia’s diehard fans. The Liveboard gave local meaning to the global campaign, with over 57,000 new fans joining NIKE Football’s AU/NZ Facebook. There were also 202,348 unique visits to nikefootball.com (May - July). And for the first time, NIKE became the #1 brand associated with the World Cup in Australia (despite not being an official sponsor). We also achieved our most important objective: Australia won 2-1 with the last kick of the game!