THE CHALLENGE

Billups were challenged to create the first-ever OOH advertising launch campaign for Postmates that drives awareness, consideration and recall in a crowded on-demand food delivery category.

THE STRATEGY

Identify where foodies and their frequent destinations intersect with available OOH media by delivering playful contextual messages to capture attention and new users.

THE EXECUTION

Focus on multiple OOH media formats in key neighborhoods that reach the target audience across Tier 1 & 2 markets to dominate the meal delivery service category in impactful and impressive activations. From wallscapes, bulletins and spectaculars to dedicated wildpostings, transit media and a Sarah Jessica Parker Instagram encounter, messaging spoke and delivered on business outcomes.

THE RESULTS

• 10 OOH Formats
• 118,000,000 Total OOH Impressions

• 362 OOH Units
• 8% Brand Awareness Lift
• 31% Ad Recall
• 43% Noticed OOH Ads