For the launch of Genome Platform in June 2011, the marketing team developed a media plan to blanket the market. By targeting billboards outside of advertising agencies, we created a horizontal billboard and vertical billboard. When anyone walked out the door of their office, they would see the billboard directly across from the entrance.
The billboards generated excellent buzz amongst current and potential clients, as many had not heard of Genome Platform and discovered the new product from viewing the ad.
Tactics
- Create media plan for 2 optimal locations
- Work with design team to develop eye-catching billboard concept
Results
- Signed 5-week run with ClearChannel Outdoor and Van Wagner
- Created and submitted billboard
- Generated buzz amongst new clients who had not heard of the new product
Project Details
Dates: June 2011-August 2011