Vertical: Automotive

Campaign Objective: OUTFRONT brought a single red auto model to Detroit. Kruter Motors existed only in our imagination and on our billboards. We wanted to see if we could stir some interest in Motor City. Challenge: OUTFRONT wanted to show the power of digital billboards as not only an awareness media but also a media driving online actions.

• Strategically Placed: As the home to the American auto industry, Detroit was selected to showcase the power of OOH to create awareness, drive web traffic/search, and to build brands among auto industry leaders and others. Kruter Motors, a new fake brand, was launched with only the support of 30 billboards for 2 weeks.

• Creative Excellence: OUTFRONT Studios designed the creative to be bold, boasting headlines on the verge of believability including: A.I. Carpool, solar powered paint, night vision windshield, perpetual motion mode, and zero drivers.

• IRL to URL: Curious onlookers visited KruterMotors.com, where they learned that the car would always remain a concept. They then were guided to scroll through to learn how they could own the road with OUTFRONT.

• 2.1M+ Consumers reached with 30 digital billboards in 2 weeks

• 2,020+ Website visits to krutermotors.com

• 48 SEC. Average session duration on our one-page website

 

Brand: DraftKings

Campaign Objective: Understand the quantitative impact of the OOH campaign in driving user registration.

Challenge: In 2018, NJ legalized sports betting and DraftKings was first-to-market with its Sportsbook app. A critical requirement was to be able to measure the impact of the campaign in driving registrations.

Solution: DraftKings looked to Intersection's NJ media to reach the hundreds of thousands of commuters who pass through the busiest stations each day, with immersive station dominations. DraftKings Sportsbook captivated commuters with bold creative, a compelling offer, and Jersey-specific creative messaging. The campaign leveraged Intersection's Digital Event Measurement to analyze website visits and registrations for exposed vs. non-exposed consumers.

Results: 51% lift in app registrations, compared to consumers who had not passed through targeted stations.

 

Brand: Current

Campaign Objective: Increase brand awareness.

Challenge: Current, the bank for modern life, was looking to generate brand awareness amongst users during a rapid growth and funding period in New York City and San Francisco.

Solution: Current looked to Firefly to connect directly with consumers on their daily journey. The campaign messaging showcased on Firefly's smart screens drove customers to Current's website and social channels.

Results: The seven week multi-market campaign helped Current boost brand awareness with a 40% lift in brand awareness and 42% lift in brand recall.

 

Brand: FreshDirect

Campaign Objective: Leverage OOH media to drive website traffic. Success metrics: (1) number of website visits (2) cost per website visit.

Challenge: Leading online grocer, FreshDirect, wanted to run a high-impact OOH campaign in NYC that could directly track traffic to their website, leveraging Intersection's Digital Event Measurement attribution product.

Solution: The campaign targeted all neighborhoods in NYC using the LinkNYC network of digital screens. The campaign leveraged Intersection's media supply and proprietary technology to attribute digital actions to OOH campaign exposure.

Results: The campaign not only demonstrated the ability to perform attribution for OOH, but generated an attractive cost per site visit and yielded data that allowed for in-flight optimization. 0.22% of people exposed converted on the website, which led to 41,000 conversions. The cost per site visit was competitive in comparison to other digital channels.
 

Source : https://www.iab.com