Sport NZ & Perion: Turning Sporting Success into Real-Time Moments of National Celebration

Objective 

Sport NZ aimed to celebrate and amplify New Zealand’s sporting success stories through a dynamic, real-time DOOH campaign that could evolve alongside the country’s biggest sporting moments.

The campaign sought to:

• Reinforce national pride through timely sports storytelling
• Engage audiences with contextually relevant creative
• Continuously refresh messaging throughout the campaign period
• Demonstrate how programmatic DOOH could transform live sporting moments into responsive audience engagement

The objective was to keep messaging emotionally relevant, timely, and connected to New Zealand audiences nationwide.

Solutions

To bring this vision to life, Sport NZ partnered with MBM and Perion to execute a nationwide programmatic DOOH campaign powered by dynamic creative optimisation (DCO).

Using Productify’s DCO solution integrated with Perion’s platform, the campaign delivered dynamic creatives across multiple media owners, including GO Media, LUMO, and HYPER, spanning billboards and gas stations throughout New Zealand.

Weekly Dynamic Creative Rotations
Each weekly date range represented a unique creative execution tied to a specific New Zealand sporting moment, athlete, or achievement. Throughout the campaign, approximately 13 unique dynamic creative rotations were deployed, ensuring the campaign remained continually refreshed and contextually relevant.

Bold, headline-style creative executions such as “GET IT” and “BUZZING” transformed sporting achievements into culturally resonant moments of public celebration, pairing striking athlete imagery with reactive messaging inspired by real-world sporting outcomes.

Cross-Media Owner Synchronization
Creative updates were distributed simultaneously across participating media owner environments, allowing Sport NZ to maintain consistent storytelling across multiple DOOH networks at scale.

This coordinated execution enabled the campaign to respond dynamically to evolving sporting narratives while maintaining broad national visibility across premium digital inventory.

Real-Time Sports Storytelling

By aligning creative messaging with real-world sporting achievements, the campaign transformed everyday outdoor environments into moments of shared national pride and audience connection.

The use of DCO enabled Sport NZ to continuously refresh messaging in the market, ensuring audiences encountered timely, emotionally relevant creative throughout the campaign.

Results 

The campaign delivered over 6.28 million impressions across New Zealand over a 13-week period, successfully reaching audiences at scale through premium programmatic DOOH environments.

By combining dynamic creative optimisation, contextual storytelling, and coordinated cross-network delivery, Sport NZ transformed live sporting achievements into timely moments of national pride and audience engagement.