Guideline
Impact & Effectiveness of OOH Placements Leads to Business Growth
Objective
Guideline’s mission statement is to help every small business offer a 401(k), and to help participants create a retirement they can look forward to. When their goal/objective became driving brand awareness in their key markets through the power of OOH, Project X helped guide them through the exciting process of making that first splash.
By identifying and mapping specific in-market areas with a high concentration of their target audience, PJX was able to place Guideline’s campaign messaging in front of the tech companies, agencies and professional services they were aiming to reach in order to grow their business.
Activation
To bring this campaign to life, Project X utilized a mix of large format, street furniture and transit placements to allow for multiple touch-points across the unique landscape of each individual market.
High-impact Wallscapes and Wildposting Storefronts served as campaign tentpoles working to break through the clutter, while bulletins, posters, newsstands and newsracks complemented these statement pieces, providing additional opportunities to showcase the eye-catching creative. Additionally, transit system bus and subway media placements conveyed the Guideline message to commuters as they moved about their daily journey. Static formats allowed for an always-on 100% SOV presence while digital formats provided Guideline with the creative flexibility to rotate through the multiple messages. The vibrant color and fun copy in the creative took care of the rest.
PJX brought Guideline’s OOH campaign to life in New York, Los Angeles, San Francisco, Atlanta and Austin, TX delivering over 175MM Geopath audited impressions over a 4-week period.
Results
The effectiveness and impact of Guideline’s outdoor campaign was immediately apparent, as they quickly became proponents of the out-of-home channel. Within a month of their Summer flight ending, Project X was re-activating digital bulletins on the 101 Freeway for Guideline in San Francisco targeting Intuit's HQ, supporting a joint pilot program. These units ran through the end of September, and by October, PJX was already back to strategically planning another brand awareness campaign, this time targeting Boston, Chicago and Denver.
