Insider learned about another OOH success story where the creative led to a significant increase in outdoor spending. We contacted Melody Roberts of Out of Home Creative to find out more.
Broussard Injury Lawyers in Louisiana contacted Melody in 2024, skeptical about outdoor advertising, but willing to see what she recommended for their firm. Melody said the call started with, “I don’t believe in OOH, but I saw your work and wanted to see what you come up with.” No boards were contracted, and advertising was contingent on the creative.
She learned the client had two locations and was interested in using a gator illustration on their holiday invitations. But she said the highlight of the call was the clients’ confidence in the firm’s representation of their clients. After listening to their description of what it takes to be a trial lawyer, she asked if they would be willing to back up those words with billboards, and the quote campaign was created (partial campaign shown below). Tying their roots to Louisiana, she included the gator in their invite and presented this 50-foot extended gator tail “in all its scaled, discolored, and worn naked beauty worthy of the phrase “We bite back.”
Creative resulted in a two-market buy for digital bulletins and posters and two static bulletins with extensions.
The campaign transformed her client’s perspective on OOH, resulting in a second transformation involving the merger of Broussard Injury Lawyers and The Knoll Law Firm. Melody told us, “For their new traditional and digital billboards, the client requested a Louisiana-style merger announcement that fit their practice style, which led to a concept combining LEDs, extensions, and intrigue.”
“It all started with that call. My client was skeptical of OOH but willing to see ideas. Those ideas demonstrated the power of presence through outdoor advertising,” she said.
The Louisiana-style merger announcement was initially intended for one market. It has now been extended to two markets, featuring extensions and LEDs, with all campaigns formatted for digital and non-spectacular billboards.
Investing In Creative Delivered Results: within a year, the client increased their OOH spending by 6X, expanding their reach across Louisiana from two markets to more than six (to date).
“As we continue to develop unique ideas for static billboards, we also use DOOH for its flexibility and capability to run continuous advertisements,” Melody added. “Whether I work directly with clients or partner with a company, the goal is to drive sales for both. Collaboration, listening to clients, and exploring strategies for maximizing OOH are integral to my creative process. My partnership with Broussard Knoll Law Firm is built on trust. Thank you for sharing this article, because creative can be your most valuable sales tool if you trust the people you work with.”
For more on the campaign and outdoor advertising design services: www.outofhomecreative.com.
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