Transcript of Blaire Gunderson, Senior Account Executive
The beauty of out-of-home advertising is there’s a lot of different ways that advertisers can go with it. Some of our clients really focus on using their billboards from a branding perspective, and then we have others that focus on a call-to-action so that they can track success from the billboard.
Foxtrot was a great example of a branding campaign, specifically, and using their billboards to really elevate their brand in the neighborhoods of Chicago. Foxtrot started in 2014 or 2015 in the Chicago market, and they’re trying to reinvent the convenience store space and really cater to all of the unique neighborhoods of Chicago.
“At View Chicago, we’ve always been very neighborhood-focused. We really believe that the best way to reach audiences is to reach them in the neighborhood where they eat, sleep, live, drink, shop, spend.”
Behind their campaign, they really wanted to elevate their brand and become more of a household name in all of the neighborhoods of Chicago, so they launched a variety of different billboard placements to really brand themselves in the neighborhood and stay top-of-mind, especially through the holiday and gift-giving season.
Foxtrot really wants to cater to the neighborhoods and speak to the people that live inside of the neighborhoods that they serve. Their primary focus was their delivery areas, and they came prepared with very targeted zip codes and neighborhoods that they knew they needed to make an impression within. We were really hyperlocal and selective about which locations we recommended to do that.
“We made sure that the creative was tailored to the time of year, and we worked with them on quickly changing out copy when that was necessary.”
So, we selected locations that fit within whether it was the neighborhood or the specific zip code. Their signage was in the neighborhoods, reaching people where they live, where they work, and hitting them on a frequent basis in the neighborhoods in which their stores are located.
And then from there, we made sure that the creative was tailored to the time of year, and we worked with them on quickly changing out copy when that was necessary and when they thought a new message would be relevant in that market.
We were really excited when they reached out to us to say that they were so happy with the first campaign that they decided to extend it into the winter.
