Outfront Media and Extra Credit Projects recently teamed for an innovative fruits and veggie billboard campaign in Grand Rapids, Michigan. Insider talked with Rob Jackson, Principal and Creative Director, Extra Credit Projects about the campaign.
Tell us a little about Extra Credit Projects.
Extra Credit Projects is a multi-disciplined agency in Grand Rapids Michigan doing a variety of work for national, regional and local clients. Simplicity is the foundation of our work and we definitely have a niche in innovative out-of-home. I, and many of our staff have been involved in the outdoor industry for years. The agency is celebrating our 10 year anniversary this year as we have set the stage for some of our best work yet. Humbly and hopefully this campaign is an example of where we are headed.
What were you trying to accomplish?
The goal was to bring awareness to the Gordon Food Service Stores enhanced produce department. We knew our audience wouldn’t expect the our client to be the advertiser. That, mixed with the goal of branding the upgraded produce department, lead us to the campaign tagline, more than you’d expect.
Where did the fruits and veggie campaign come from?
It came from combining simplicity with a specific desired end-goal. We needed to get the attention of the marketplace in a big way, and our client was more/less a first time user of the medium. They were collaborative, confident and wanted a memorable campaign. We applaud them for their ability to grasp the nature of the outdoor medium with their first effort.
How widely did the campaign run?
60 posters in the Grand Rapids Market for 8 weeks. The teaser ran for about 2 weeks. we feel it could have teased just a little longer because momentum continued to build with folks taking to social media, speculating who the advertiser was. But it’s easy to understand an advertiser can get anxious about their investment without their brand at the forefront. We targeted Gordon Food Service Store locations, some competitor locations and even the corporate headquarters to make sure all audiences felt the impact of the campaign. Also it is important to note that although it lead with outdoor, it was an integrated effort using mobile advertising, in-store and even event tactics. Our friends at Outfront have been an incredible resource in orchestrating this outdoor campaign.
What were the results?
We are only about 2.5 weeks into the reveal so the effects are still rolling in. The market presence, exposure and talk value has already been huge for them. Tens of thousands of added-value social media impressions, news reports an even radio programs talking up the campaign on air have enhanced the campaign. We are confident when the campaign wraps up the best indicator of all, sales results, will confirm the success of the campaign.
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