Billboard case study of Tricom, a company seeking to expand its brand awareness and reach new customers across Lagos, partnered with Optimum Billboards, a leading Out-of-Home (OOH) advertising agency in Nigeria.
Optimum Billboards’ success with Tricom’s campaign wasn’t just about putting up billboards; it was about choosing the right formats for the right locations. Here’s a closer look at how they strategically used each billboard type:
This strategic mix of formats ensures Tricom’s message reaches a broad audience across various touchpoints throughout the day. The combination of high-impact displays, targeted locations, and consistent presence creates a well-rounded OOH campaign that maximizes brand awareness and recall.
The multi-format approach employed by Optimum Billboards wasn’t just a random selection of billboards. It was a strategic decision designed to maximize the impact of Tricom’s campaign across various aspects:
Reaching a Massive Audience
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Location Targeting: Optimum Billboards strategically placed billboards beyond the city center. They targeted UNILAG Akoka Road to reach students and young professionals, Festac/Amuwo Odofin Estate to connect with families and residents, and Gbada Expressway to capture commuters and business people. This ensured Tricom’s message resonated with a broad spectrum of Lagosians across different ages, professions, and socioeconomic backgrounds, avoiding limitations to a single demographic.
High-Traffic Zones: Optimum Billboards capitalized on high-traffic locations like 3rd Mainland Bridge, Lekki Express, and Iyana Ipaja Road. By placing Tricom’s message in these areas with heavy traffic flow, they exposed it to a captive audience with extended dwell time. This maximized visibility and ensured Tricom’s brand stayed top-of-mind for viewers.
Maximizing Brand Awareness
- Format Selection: The combination of wall mounts, unipoles, gantries, and lamppost billboards offered a variety of sizes and placements. Wall mounts at bus stops provide frequent exposure during commutes. Unipoles and gantries along major roads offer high visual impact, making Tricom’s brand stand out amongst the cityscape. Lamppost placements ensure consistent brand presence throughout the day, even in low-light conditions. This multi-sensory approach ensured Tricom’s message was ingrained in the minds of Lagosians.
- Frequency and Repetition: The strategic placement of billboards across the city created a sense of ubiquity. Lagosians going about their daily lives would encounter Tricom’s branding consistently, leading to increased brand familiarity and recognition.
Driving Targeted Engagement with Billboard
- Targeted Landmark Selection: Optimum Billboards went beyond simply placing billboards near high-traffic landmarks like the National Stadium and Iyana Ipaja. They strategically chose these locations because they likely attract a specific demographic that aligns perfectly with Tricom’s target audience. For instance, the National Stadium becomes a prime spot to reach a sports-oriented audience, while Iyana Ipaja could be a hub for young professionals or families. By strategically selecting these landmarks, Optimum Billboards ensured Tricom’s message resonated directly with the most relevant demographics.
- Call to Action Potential: While billboards are primarily for brand awareness, some formats like wall mounts or lampposts can incorporate a call to action (CTA). Optimum Billboards could have worked with Tricom to create messages that included a website address, phone number, or QR code, encouraging viewers to take the next step and engage with Tricom’s business.
By implementing this multi-layered approach, Optimum Billboards ensured Tricom’s message wasn’t just seen; it was seen by the right people, at the right time, and in the right context. This strategic approach is what truly differentiates impactful OOH advertising from simply placing a billboard.
The case study of Tricom’s billboard campaign executed by Optimum Billboards goes beyond simply showcasing a successful project. It highlights the measurable impact that well-planned Out-of-Home (OOH) advertising can have on a business.
Quantifiable Results
The case study mentions a “significant increase” in brand awareness, customer inquiries, and sales growth for Tricom. While specific numbers might not be disclosed, the emphasis is on the tangible results achieved through the OOH campaign. This demonstrates the effectiveness of Optimum Billboards’ approach in driving not just brand recognition but also concrete business outcomes.
Optimum Billboards’ Competitive Edge
The case study transitions smoothly into highlighting the reasons why businesses should choose Optimum Billboards for their OOH advertising needs. Here’s a breakdown of the key points offered:
- National Billboard Coverage: Optimum Billboards caters to businesses looking to reach a broad audience across major Nigerian cities. This is crucial for brands aiming to establish a national presence.
- Diverse Billboard Formats: The case study emphasizes the importance of choosing the right billboard format for your campaign goals. Optimum Billboards offers a variety of options (wall mounts, unipoles, gantries, lampposts, digital billboards) allowing for a customized approach.
- Expert Campaign Planning: Simply throwing up a billboard isn’t enough. Optimum Billboards positions itself as a partner, offering expert planning services. This includes understanding your target audience, selecting the most impactful locations, and creating a strategic campaign that maximizes your ROI.
- Seamless Campaign Execution: Optimum Billboards takes care of everything from the nitty-gritty permitting process and installation to ongoing maintenance and providing campaign reports. This allows businesses to focus on their core operations while their OOH campaign runs smoothly.
Contact Optimum Billboards today and let us help you take your brand to the next level with impactful and measurable OOH advertising campaigns!