The Challenge
Take Lively to the public in a large number of major metropolitan cities in the US (Chicago, Dallas, Minneapolis, Atlanta among others) with a significant OOH campaign designed to capture attention for the new, upstart HSA.
My Role
Art Direct, with the senior leadership of Lively, in combination with an external agency, as well as do work on all assets to get them ready for both physical display (billboards and building murals) and digital display (Chicago, Minneapolis, and Dallas digital billboards).
Reframe
Certain aspects of the campaign were deemed too “edgy” for their markets, necessitating myself, Director of Marketing Pat Connelly, and Director of Product Marketing Ruth Tang, to come up with alternative versions that would be deemed safer for those areas. With some brainstorming, I created additional assets and the campaign moved forward.
Outcome
The campaign was a huge success, achieving visibility greater than Lively, at this point only in existence for 2 years, had ever had before. The Chicago metro ridership is 800K people a day, resulting in over 24 Million impressions with the digital billboards in a month’s time.
For the B2C component, increased activity within those metro areas increased from prior baselines. The campaign showed the effectiveness of using OOH for pursuing the B2C objective while working a split B2B/B2C strategy for the company.
