NZ Breakers Campaign

Article By LUMO – Case Study – 9th July 2019

What does LeBron James, SkyCity Breakers, ESPN’s The Jump and LUMO have in common? Although not a dynamic campaign, we used the immediacy of digital OOH to provoke a response to LeBron James becoming a restricted free agent in the NBA. We pitched the idea to the Skycity Breakers, the NZ Basketball team, who used the players’ social accounts to spread the photo of the screen.

Objective:

Use the international attention of LeBron’s free agency pitch to draw attention to the Breakers franchise and NBL and showcase the impact and reach of large format digital billboards.

Approach:

Use LUMO’s most high profile and premium LED Screen as a photo/video opportunity to the world. The ad played for a day to get attention in Auckland while being shared on social media through the internal marketing team of the Breakers.

Execution:

Gathered enough attention to be the leading story on ESPN’s ‘The Jump’ shown to millions of people worldwide, while also creating talk-ability for the Breakers end of season games. Also a big talking point within NZ basketball circles.

The Results On Social