Liberty - Your First Billboard
Liberty was launching its first true branding campaign under the slogan “The Power is Yours”, pivoting from a product focus to purpose lead approach. To prove its positioning was more than just ad copy, it needed an act.
Your First Billboard worked through the line to bridge the traditional OOH with Social where entrepreneurs could apply to have a free billboard with the message of their choice for 2 weeks.
By the numbers:
+300 participants on Facebook and Instagram
6 winners
+8% in TOM vs competition
+8% in perception as an innovative brand
+4% in perception as a brand that’s close to me
