Last Tuesday Billboard Insider ran the press release announcing Brex’s new out of home campaign targeting Houston, DC and Miami Brex is no stranger to out of home. In 2018 the fintech startup spent $300,000 on billboards in San Francisco to build brand awareness. Billboard Insider interviewed Brex CMO June Sauvaget.
Review Brex’s history
Brex has been around for several years. Our mission is around developing financial systems that help businesses realize their full potential. The first few years Brex focused on the venture backed community. A corporate card for venture backed the startups. Now we’ve made the decision to serve a larger set of businesses, tech and non-tech. We also wanted to expand our services from just a corporate card to a full financial services and software solution.
What were the results of your 2018 out of home campaign.
It’s very unique that a tech company in its first few years would invest in out of home. It was a very smart strategy. We became very well known for those billboards. To this day when we call upon perspective customers they’ll quote, “oh, yes, you’re the brand that I’ve seen billboards about.”
What’s the scale of the campaign?
We’re running on 239 faces for 4-6 weeks. It’s all printed units. We’re not doing any digital out of home this go around. We worked direct with Clear Channel on our buy. We’re also working with Clear channel on a retargeting strategy when mobile customers pass the boards.
How did you decide to target Miami, Houston and Washington DC?
For this campaign we mapped out where all of our business customers were and then we mapped out market data of where there’s a high concentration of ecommerce businesses and small businesses. We identified three markets where we feel there’s a strong concentration of perspective customers – Miami, Houston and Washington DC.
The campaign uses different tactics in each city
In Houston because it is a heavy driving market we are doing a freeway domination. We’re taking over one freeway. We’re blanketing south and north faces. The boards are building a narrative sequentially and telling a story about customers and the different services we offer. We’ve showcasing Brex’s Houston customers on the billboards. Miami is a different strategy. There’s more pedestrian traffic so we’re doing bus shelters. There’s more dwell time. We can tell the story in one board at a time versus sequentially. And then Washington DC is also a transit market. Not so many large billboards. We’re dominating the back side of the bus shelters. You have a much larger surface than a traditional bus shelter so we’re able to do high impact large photography again showcasing two local businesses in Washington DC.
What about the future?
We’ll follow this campaign with another campaign which will have many more markets, including airports. We expect that by July people will be frequenting airports.
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