The outdoor advertising poster initiative focused on introducing Latinx consumers to the music streaming service.
Houston is a bit of a challenge, when it comes to street level marketing – as it doesn’t have the footfall like other big cities.
So, posters strategically popped up in nightlife districts, near concerts, at street art spots, inside cafes, and in shopping districts.
Posters were also placed on-campus at the University of Houston and Rice.
And, of course, in the few neighborhoods where people do walk around – East Downtown, Greater Heights, etc. – were heavily targeted.
Overall, the strategy was to go to few spots where people frequent.
1.) Intriguing poster visuals
2.) Posters in Spanish
3.) Placements near Hispanic-centric happenings and hotspots
4.) A multi-week initiative
5.) Wild posting was one of many touch-points of the campaign
What else made this wild posting approach effective?Spanish Only
Most outdoor campaign use English, people knew this campaign was just for them.
Placements near Hispanic-centric happenings like Quinceañera spots, weekend festivals, and nightclubs.
It wasn't a one-and-done poster job, it was a 4 consecutive week initiative, build to break through.
If you have a Houston outdoor advertising campaign on the horizon, let's enhance effectiveness with posters!
