Swipe Files - 📂 Brex's OOH strategy for domination

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You'd think that during the covid lockdowns that OOH (out of home) advertising would evaporate.

Maybe the demand dipped a bit, but it remained just as effective (maybe even more effective than before).

Brex is a key case study for this channel.

Trung Phan 🇨🇦 @TrungTPhan 1/ Brex raised new funding at a $7.4B valuation. Interestingly, the corporate card startup launched in 2018 with a very successful $300k out-of-home (OOH) ad campaign. Here's a breakdown of Brex's OOH strategy 🧵 pic.twitter.com/gw8n4cP7oh April 28th 2021 147 Retweets 939 Likes

At a high level, here's what goes into a OOH strategy:

1. Key considerations
   • Market Intelligence
   • Frequency vs. Reach
   • Static vs. Digital
   • Anchors & Amplifications
2. Design best practices
   • Creative tips
   • Design basics (fonts/logo size, colors)
   • Social media considerations
3. Measurement & attribution
   • Industry tools
   • Value of surveys

More practically, and to sum up key points from Trung's thread, here are some highlights.

OOH ads are relatively cheap, which allows you to get more bang for your buck.

So all things considered, OOH ads are actually cost-effective way of reaching people.

Get super targeted for maximum effect.

Trung Phan 🇨🇦 @TrungTPhan 6/ Brex used the "Anchor and Amplification" strategy. An ANCHOR is a big attention-grabbing ad unit that a large % of your audience sees (eg. Brex took over the platform station next to Oracle Park) Once you establish an anchor, AMPLIFY your message around the city w/ more ads. pic.twitter.com/PUq6pcz5x9 Trung Phan 🇨🇦 @TrungTPhan 5/ Brex spent $300k for a 3-month campaign to "dominate" its chosen area. "Dominate" entails: ◻️ Owning 50%+ of the ad inventory in a selected region ◻️ Capture attention quickly and be omnipresent Brex really did feel like it was "everywhere" pic.twitter.com/7zSVPIC2hI April 28th 2021 4 Retweets 60 Likes

Brex chose to go all-in with a launch campaign in San Francisco, which allowed them to saturate the area.

OOH can serve a duel purpose with social media.

With clever copy and piggybacking off a major trend (Brexit), this billboard went viral on Twitter getting shared thousands of times and leading to millions of free impressions.

Here's the original article.

OOH is more alive and attractive than ever!

—Corey

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