Insider heard of an OOH success story where creative led to doubled outdoor advertising spending. We contacted Melody Roberts and Meadow Outdoor Advertising to learn more.

For more than a decade, Bushnell University in Eugene, Oregon, has advertised OOH using an in-house design team. As a new customer of Meadow Outdoor Advertising, management saw an opportunity to provide a more comprehensive creative service. To accomplish these goals, they brought Melody Roberts of Out of Home Creative on board to lead the creative.

“Working with Melody on the Bushnell campaign was our first creative venture together, and it is an incredible success story. Her 3D backlit design and creative direction inspired the client to double its outdoor spending and add additional traditional billboards, continuing to utilize 3D embellishments with Meadow,” Brad Parsons, General Sales Manager of Meadow Outdoor Advertising, said. “We appreciate Melody’s attention to detail and passion for developing outstanding creative. We look forward to the next opportunity to work with her and recommend her services to anyone looking to exceed their client’s expectations.”

“During our discovery call, we discussed how Bushnell’s advertising incorporated some of the best practices for the medium but had limited personal engagement and creativity. I learned Bushnell was a newcomer to DOOH, unfamiliar with changing content, and had never explored the benefits of extending or embellishing traditional billboards. This insight and the client’s openness to my suggestions resulted in approval to redesign their outdoor advertising,” Melody explained. “In addition to demonstrating how DOOH can be expanded year-round, I designed a billboard to distinguish Bushnell from other universities with a 3D torch and backlighting to illuminate the flame. The concept captured Oregon’s landscape and a sense of light, which inspired Bushnell to use an updated slogan.”

Melody added, “I want to commend Meadow’s team for their craftsmanship. I have worked with several 3D prop companies, and this is one of the best embellishment executions. Receiving public feedback has been awesome. In contrast to Atlanta, where I am based, Oregon experiences more rain and low visibility; I’ve learned the torch has become a guiding light for motorists. A highlight was a voicemail left by a resident for Bushnell: “Seeing the misty hills of the city I love with this beacon of light is stunning and powerful. In the fifteen years I have driven this highway, I have never seen anything so memorable or moving as this billboard.”

Michael Fuller, Bushnell University’s Vice President for Enrollment, said, “Melody and Meadow were thoughtful and creative and have done their very best to understand our brand and the messages we are working to convey. Our newest board design is one more example of their good work and our partnership.”

To view more of the campaign, please visit www.outofhomecreative.com

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