The Nike Football 02 teaser effort targets teens aged 15 to 19,
according to Stella Lau, business director at J. Walter Thompson.
JWT handled the campaign, e-Crusade worked on the online effort and MindShare on media.
The outdoor campaign features the image of a scorpion and the website projected onto pavements next to bus shelters near teen hangouts. Lau believes the teasers will help build up interest in football once the full campaign, which will include a TV commercial, print, radio and SMS, is launched. The website allows users to form groups for a game of cyber football. Online agency e-Crusade is developing a new-look website for the full launch.
