Case Study: Tuko Ready for the Game – Suss Ads pDOOH Campaign

Overview

As the African Nations Championship (CHAN) kicked off in East Africa, Suss Ads launched an innovative programmatic Digital Out-of-Home (pDOOH) campaign titled “Tuko Ready for the Game.” The campaign aimed to harness the excitement of live football moments while showcasing the agility and power of real-time advertising through pDOOH.

Objectives

• Build anticipation and excitement around the CHAN tournament.
• Leverage real-time triggers to keep fans engaged during key game moments.
• Demonstrate the flexibility and impact of Suss Ads’ pDOOH capabilities.
• Deliver measurable brand lift, impressions, and engagement through live activations.

Execution

• The campaign was deployed across prime pDOOH screens in Moi Avenue, Yaya Centre, Kileleshwa, Bomblast Memorial Park, TRM and other high-traffic locations.
• For the highly anticipated Kenya vs. DRC Congo match, we rolled out dynamic creatives shared with our media partners, ready to respond in real time. The dynamic creatives featured:
• A live countdown to kick-off.
• Kick-off triggers to announce the start of the match.
• Live goal updates showcasing scorers and times.
• In-game time tracking for fans on the go.
• Congratulatory messages for the winning team at full-time.

This level of execution ensured fans could experience the thrill of the match even outside the stadium, with advertising that felt live, interactive, and relevant.

Innovation

• Real-time triggers: Enabled live content updates during match events.
• Dynamic asset swaps: Allowed immediate creative changes on-screen.
• Comprehensive reporting: Captured impressions, plays, and brand lift in real time.
• Scalable execution: Prepared for multiple matches across the CHAN tournament.

Results

• The campaign successfully showcased Suss Ads’ ability to merge live sports action with advertising technology.
• Fans were engaged at critical moments, enhancing both audience experience and brand visibility.
• The pDOOH campaign positioned Suss Ads as a pioneer in sports-driven real-time advertising in the East African market.

The “Tuko Ready for the Game” campaign highlighted the future of pDOOH in East Africa where technology, creativity, and live experiences converge. By connecting fans with real-time match updates and celebrations on the streets, Suss Ads not only elevated the tournament experience but also demonstrated the true potential of pDOOH.

As CHAN continues, we anticipate even greater impact and proudly say “Congratulations to the winners!”

Campaign Video