Mumbai : To promote the first ever NBA Games in India, Madison’s outdoor specialist agency, MOMS, executed a high decibel, impactful OOH campaign showcasing Mumbai’s key locations at Mumbai’s key locations – Gateway, Worli Sea Link and CST, creating a true essence of having #NBAInMyBackyard. The first ever NBA India Games 2019 were held between Sacramento Kings and Indiana Packers on 4th and 5th October at NSCI Dome, Mumbai.
Details of the OOH campaign:
Two weeks prior to the games, six creatives of each team were displayed on billboards, bus shelters, pillars, metro and airport branding to get maximum visibility and coverage. MOMS’s proprietary tool – Madison VU-On-Street, Madison Vicinity and Madison Traffic Countwere used to select effective sites as per site scoring and impressions. In South Mumbai, a corridor of sites near the venue were branded to cater to traffic heading towards the venue. Creatives were displayed at Mumbai airport arrivals to welcome the teams and audience for the scheduled games. Premium and high traffic locations with impactful media gave equal weightage to fans of both the teams.
Further, to create awareness and participation among young basketball enthusiasts, players from both teams participated in basketball camps. Pacers’ Instagram page put out an image of the OOH campaign, thus creating a fan base, ensuring higher viewership and encouraging youngsters to take up the sport.
Says Mr. Jayesh Yagnik, COO, MOMS, “We are extremely proud to be part of this campaign wherein first ever live NBA games were played in India. We were happy to create the omnipresence for the game through strategically placed media all across. India is becoming a hub for a number of sports events. We’ve all followed NBA but bringing the games to India will open the gates for younger generation to take up the sport or furthermore make a career in it. ”
Madison OOH is a part of Madison World and operates several brands including MOMS, Platinum Outdoor, Activation specialist – Madison TURNT, Rural specialist – Anugrah Madison, Retail Specialist – MRP, Out-Sel and Entrust. Madison OOH group handles marquee clients like Tata Motors, Raymond, McDonald’s, Samsung, Asian Paints, Toyota, Lodha, Kotak, Omkar, Marico, amongst many others. Madison OOH, is a part of Madison World which through its 11 companies served last year, as many as 500 advertisers.
NBA India Ad –
NBA India Indiana Pacers Instagram Video Link –