NBA: This Is hAPPening

Problem: Many NBA fans don't even watch the games, leading to a decline in viewership. Ahead of the 2023 season, we needed to launch the new NBA app to directly reconnect with fans on a deeper level.

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Insight: The new NBA app disrupts flat consumption culture and offers something different. 

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Solution: Show diehard fans that the new NBA app is the best place to be a basketball fan. 

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Big Idea: This Is hAPPening