The Black Tux
OOH Accomplishes Web Traffic Lift
Objective
The Black Tux, a transformational D2C rental service for suits and tuxedos, sought to raise brand awareness among A25–34 in two of its most important markets: New York and San Francisco. Additionally, they aimed to use OOH to drive more traffic to theblacktux.com.
Activation
The campaign was highly creative-driven, featuring user-submitted photos of customers wearing the product on their special day. Hence, placements were selected for their ability to deliver high impact impressions on passers-by. The media strategy called for a balance between high frequency formats (e.g. MTA Liveboards, SF Digital Newsracks, NYC Newsstands, BART “Center Stages,” etc.) and large format tactics (e.g. Double Decker Bus Wraps, Wallscapes, Spectaculars, etc.) — all targeted within desirable high-density A25–34 neighborhoods..
Results
Once posted, the campaign was an undisputed visual stunner, making a major statement right as wedding and event season kicked into high gear. Apart from the OOH impressions, the campaign made waves on Instagram, and internal analysis conducted by The Black Tux concluded that it "drove meaningful and statistically significant web traffic uplift in the active markets."
"Having built our brand online, we needed guidance on how to succeed with our first large-scale OOH campaign. Project X applied its technology and expertise to help us bring our very specific creative vision into the physical world in a way that resonated meaningfully with our customers."
—Matt Gierl, CMO, The Black Tux
