The Ask: Find another unexpected niche, interest, or target market and
build a campaign that brings the NBA to them in a meaningful way.
The Insight: Both NBA fans and astrology enthusiasts center their
interests around personal connections greater than themselves.
The Idea: Brunson and Towns. Jokić and Murray. SGA and J-Dub.
It’s not about the superteam anymore, the NBA is all about Co-Stars.
Whether you analyze star charts or shot charts, track rising signs or
rising stars, or believe in the Magic or the Suns, NBA fans and astrology
enthusiasts have much more in common than they may realize.
We’re asking fans to find their Co-Star.
Co-Star is the app for astrology.
With 4.3M monthly active users, it’s branded itself as
a legitimate self-care tool, from it’s fun and lighthearted tone to it’s interactive and social interface. It fosters meaningful connections through compatibility reports, making it the prime candidate for an NBA collaboration.
Let’s partner with Co-Star to show users their most compatible players.
We’re expanding compatibility from besties to ballers. With our new in-app takeover, Co-Star will reveal which NBA players fans are most aligned with. Both current
Co-Star users and NBA fans alike can discover a new
star to obsess over, and see if there’s more to the roster than meets the eye.
Fans will be able to take the next step through discounted tickets and see their Co-Stars live, bringing the game to life beyond the screen.
Why not bring in our newest fans
when the stars are most visible?
We’re launching on All-Star Weekend
at Mortgage Matchup Center in Phoenix,
Arizona, home of the Phoenix Suns.
We’ll capture our new audience at the defining
point in the season where things start to
pick up before the playoff push begins.
Using digital screens in and around the stadium,
we’ll project the collab as the league’s finest come
together for the highest scoring night of the year.
We’re launching this campaign in 2 parts:
starting with the stunt, then rolling out new
layers throughout the rest of the season.
THE TEAM
Art Director: Sophia Groen
Copywriter: Lukas Gibson
Strategy: Lukas Gibson & Sophia Groen
If you’d like to see the full deck, click here.
