Good advertising can be a beautiful thing. But in a media environment as crowded as ours today, breaking through the clutter is its own creative challenge.
We achieved that for OrthoIllinois by brainstorming a series of custom welcome signs along a running path by the Rock River, heavily trafficked by both casual walkers and serious athletes alike.
The signs generated 1,020,500 impressions over their first year at a $4 CPM (cost per thousand). Compare that to typical out-of-home billboards, which routinely cost $8 per thousand.
At once both low cost and perfectly targeted, the campaign was a unique partnership that delivered needed revenue to Rockford’s financially strapped Parks District, and a perfectly placed, one-of-a-kind promotional vehicle to OrthoIllinois.