Compass OOH Case Study
Objective
Compass used OOH to create awareness and recruit agents. Local market campaigns rolled-out as Compass’ footprint grew.
Activation
Formats and placements were cherry-picked based on location data, competitive POI’s and a detailed survey from feedback derived from Compass’ existing agents. Activations varied by market with “Blitz” campaigns planned alongside smaller local / regional campaigns. Calendar events like Pride week were incorporated for customized creative on select sites and amplified on social. Mobile channels like Waze were incorporated to educate drivers of home listings on their route, build location awareness via promoted pins and takeovers to complement Compass’ other marketing efforts (their new signs embedded with QR codes). In all cases careful placement and format selection was tailored to market nuances, inventory landscapes and commute patterns and ongoing simultaneous marketing initiatives.
Results
The Blitz campaign was planned, produced and on the streets within a matter of weeks. Ongoing activations were staggered based on initiative and were showcased in Instagram videos to help spread the word and recruit agents and new prospects.
