NBA Store Weather Ads

Banners 1989

Localisation is an issue any global brand is facing. Every campaign has its own approach to this issue, which is the most relevant to the specific nature of the campaign, brand and the markets it is being rolled out in. Digital world allows even more opportunities to localise a campaign and NBA Stores take it to the whole new level with their Smart Weather Banners.

NBA store banners

How it works?

The digital part of the campaign features a collection of smart banner ads which adjust themselves based on the location and live weather reports in user’s local area. The banners feature one of the 10 NBA stars including Kobe Bryant, LeBron James, Brook Lopez and many more. The background, celebrity and his clothing are changed.

Our thoughts

Localisation of the banners is a clever move to better engage the target audience across different locations. Additionally, this campaign also benefits from the available access to the top NBA players, who serve as a great way to attract the attention. As a result, it is a really nice piece of work, yet not the first one of its kind as stated in the case study. But overall, well done guys and we really hope that it gets rolled out to a wider audience in the future!

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Points to note

The ads will run on NBA official website, which saves media spending for the campaign, but also narrows the reached audience to only those, visiting the website.
Smart localisation results in a better response of the target audience.
Similar idea has been already used to create Playground Barometer banners back in 2009 by a Swedish agency Åkestam Holst.

Bannergurus

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