Jason and I caught a billboard yesterday on Clairemont Dr. that was so wonderfully executed, I had to drive back and take a picture.
The campaign is for Greater Than AIDS – a new movement that responds to the AIDS crisis in the United States with a particular focus on the impact of HIV on Black Americans. The billboard’s call to action was to drive you to a specific url to find out more about the story: www.greaterthan.org/lolisa. This url redirects to www.greaterthan.org/decidingmoments where you can read about Yvonne’s story and other persons’ stories as well. Aside from being a very important cause, as marketers there’s much to be learned by Greater Than AIDS’ execution. Here are the key takeaway lessons:
Easy to remember call-to-action on billboards. URL is simple and memorable.
A real person is at the forefront of the campaign. This rides the wave of many successful ad campaigns that use real people – not models – as the face of the campaigns.
The message is simple, repeatable, and humanistic. No gloss here. It cuts to the chase and leaves a mark.
Compelling imagery that spans across the billboard. Large images with text overlay matches the trends of modern website design.
One call-to-action. Zoning in on one goal makes the action simple.
Geotargeted. The billboard was placed at a high traffic neighborhood.
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