Steve Miller on Fairway’s EPB Digital Campaign

Yesterday Insider wrote about an ad campaign in which the large public utility district EPB took all the flips on Fairway Outdoor’s 43 Chattanooga digital billboards for a day to run a campaign publicizing high speed internet.  Insider talked with Fairway Outdoor Advertising General Manager Steve Miller about the campaign.

Steve, where did the idea come from?

Steven Miller, General Manager, Fairway Outdoor Advertising, Chattanooga

The takeover concept is part borrowed from the broadcast /cable industry and also from DOOH’s ability to utilize the technology in the event of an emergency.

Over the last 30 days we had been having conversations with both our hardware & software vendors about ways to better leverage and monetize our digital assets.

During the same time we noticed that the local power and broadband provider (EPB) was using a TV & radio ad campaign for an upcoming tease and reveal they called #EPBHappyDay.

We believe that our digital takeover concept was a way for EPB to have instant mass reach for the market, so we developed a pricing structure/presentation that we took directly to EPB’s in house marketing team.

Was EPB a client?

EPB was not a current advertiser and had not been for over a year.

Insider’s take: 

Much to like here.  Seeking sales ideas from your hardware and software vendors (no one has a monopoly on good sales ideas).  Monitoring a client’s activities to come up with a complementary idea.  Proactively bringing an idea instead of waiting for the phone to ring or trying to undercut someone else’s rate.   Great job Steve!

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