Basketball action is a passion for everyone, and the NBA is the brand name when it comes to basketball. The NBA Basketball Africa League (BAL) is in full swing. The NBA App is an integration for the experience of basketball fans worldwide, and now in Africa. The app delivered a live broadcast to the Egyptian basketball fans who awaited the BAL finals, eager to watch Al Ahly SC playing against AS Douanes. Before the BAL final game on Saturday, 27th of May, the campaign was running on the west side (Shiekh Zayed area) to encourage the audience to download the app and watch live what took place in the Kigali Arena of the Rwandan Capital. A group stage of the BAL took place in Hassan Moustafa Sports Hall in Zayed earlier by the end of April. No wonder the campaign runs on Zayed Digital Boards (ZDB), in addition to Downtown Katameya (the East area of Greater Cairo), to target the same audience segmentation who will attend. It is very strategic to capture Greater Cairo from the east and west by the highest-trafficked, yet the highest in audience class segment too as well, the segment that is looking for such an experience and appreciates the awareness by taking faster action. Moreover, the content of the ad is timely-relevant and comes at the heart of the momentum for every fan with a passion for basketball or Al Ahly. ADThe NBA App had the rights to stream the Basketball Africa League (BAL) games during the inaugural season in May 2021. The app provided fans with live streaming of all BAL games and highlights, scores, and news related to the tournament. This allowed basketball fans worldwide to stay up-to-date with the latest BAL games and results and provided a convenient and accessible platform to watch the games on the go. Behind this campaign, the media agency that brought the NBA App to the spotlight is Alliance Media, Alliance Media, a leading outdoor and airport advertising company in Africa, with operations in 50+ countries across the continent. The company specializes in OOH advertising, including billboards, street furniture, digital displays, airport advertising, indoor and outdoor displays, sponsorship, and branding. Alliance Media has a strong presence in urban and rural areas and works with various clients across various industries, including telecommunications, banking, and entertainment. The company prides itself on offering innovative and impactful advertising solutions that deliver results for its clients. In addition to its core advertising services, Alliance Media offers various value-added services, such as research and insights, creative design, and production and installation. With its extensive network of advertising sites and experienced team of professionals, Alliance Media is well-positioned to help brands reach and engage with audiences across Africa. It’s worth mentioning that the DOOH campaign was displayed in two of the most strategic spots in Greater Cairo, which are East and West represented in El Shiekh Zayed and Downtown Katameya, and there is a significant reason behind choosing those spots in specific. As the BAL final was held in the Hassan Moustafa Sports Hall in Zayed, displaying the ad on Zayed Digital Boards effectively reminded local residents about the event and encouraged them to attend. For the other location, the ad was likely targeted toward a specific audience, focusing on promoting the NBA App and encouraging downloads among basketball fans. By leveraging location-based advertising and targeting, the campaign could reach the right audience and drive engagement and adoption of the NBA App. Know more about NBA App's OOH campaigns by visiting Monitoring Out-of-Home (MOOH), a specialized media intelligence agency and analytic system in Cairo and the United Arab Emirates. The campaign was executed as DOOH, which was a brilliant move. as DOOH can provide a highly effective way to engage with viewers, especially the millennials and GenZ, the highest streaming segments worldwide, Africa and Egypt. The campaign creates a memorable brand experience; the copy was inviting and enthusiastic, raising a question on the billboard, “Shall we watch the NBA finals? is very inspiring for the audience to answer... The copy helps here, too, by telling you the answer We’re all in the finals starting from the 1st of June. The visuals were pretty sophisticated, with minimal bright heroes, only the golden NBA trophy, and the golden ad copy. The white colors of the brand, alongside the call to action, came as an extra highlight; it triggered the action in the guts of the viewing audiences. Obviously, all that it takes to harness an impact was neatly done in this campaign, strategic geo-planning, straightforward ad message, and the impressive DOOH media that captured the attention. The NBA App is a mobile application designed to provide basketball fans with a comprehensive and interactive platform to stay up-to-date with the latest games, news, and scores. The NBA App was created by NBA Digital, which is a partnership between the NBA and Warner Bros. Discovery. The app utilizes Microsoft Azure technology to provide users with a personalized experience.
