Real-Time Rugby, Real-Time Results: nib & Perion Score a Try in Programmatic DOOH

Objective

As a proud sponsor of the Blues rugby team, nib aimed to build brand affinity and drive deeper engagement with New Zealanders during the 2025 Super Rugby Pacific tournament. The goal was to activate the sponsorship in a meaningful, measurable way through context-aware, location-targeted DOOH messaging that aligned with key match moments.

Solutions

To bring this vision to life, nib partnered with D3 and Perion to execute a dynamic programmatic DOOH campaign that delivered tailored messaging based on the live status of Blues matches at Eden Park.

Location-Based Targeting
DOOH screens within proximity to Eden Park stadium were geofenced to reach fans and commuters in the area on match days. This ensured maximum visibility around moments of high anticipation and emotion.

Dynamic Creative by Match Stage
Perion’s platform enabled real-time creative versioning based on the game timeline:

• Pre-Match: Creatives expressed support and encouraged proactive health behaviour, with lines such as "Tackle your health checks like the pros" and "Offence is the best defence."
• Live Match: Screens displayed a live score counter that updated throughout the match, showcasing the team’s real-time performance.
• Post-Match: Depending on the result, the creative dynamically shifted to either a celebratory or supportive message. One such example following a win read, "Blues take the win. Make sure your health does too."

This use of dynamic creative storytelling helped nib show up in the right place, with the right message, at the right time – turning passive screens into active fan touchpoints.

Results 

The campaign delivered 1,036,491 impressions and proved the value of aligning programmatic DOOH with live sporting events. More than just reach, the creative execution gave nib a platform to reinforce its brand in real time, creating emotional relevance during key moments of the season.

The nib x Blues campaign demonstrated how real-time data, contextual triggers, and dynamic messaging can transform traditional sports sponsorship into a responsive and measurable media experience.