MBM and Sport Nation bring live Fifa commentary on-screen with LUMO

MBM and radio broadcaster Sport Nation have partnered with Lumo to launch a live digital OOH campaign that brings real-time World Cup commentary to Auckland’s busiest roads.

Running from late June to the end of July, the campaign delivers dynamic, in-the-moment updates ahead of and during each match, with a particular focus on All Whites fixtures, says MBM.

As key moments unfold on the pitch, Sport Nation’s radio commentary is transformed into short, punchy lines and pushed to LUMO’s digital screens within seconds, giving commuters a live window into the game.

Amy Greene, MBM head of strategy, says: “Football fan or not, it’s hard not to get a little swept up in the World Cup right now.

“That’s the thing about sport, it’s one of the few things that still brings people together in real time. By extending that experience into out of home, we’re connecting audiences to the cultural moment as it happens, and showing how media can move at the pace of play.”

At the heart of the campaign is a custom-built content system that enables the Sport Nation team to convert live commentary from the studio into OOH-ready creative in seconds.

An integrated ad-serving setup ensures the screens activate only during gameplay – pausing at the final whistle and resuming at kick-off.

For LUMO, the work highlights how digital OOH is evolving into a truly dynamic channel.

LUMO creative lead Rex Carpenter says: “This is a great example of what happens when content, context and technology come together.

“We’re used to billboards delivering timely messages, but this takes it a step further. The result is OOH that behaves like a live broadcast. The same words heard on air are reflected on screen almost instantly, translating every goal, foul and scoreline into a format designed for the road.”

As the tournament continues, the campaign will roll out match-by-match across Lumo’s network.