Veracode Billboard + Ad Campaign - Boston, MA
After we launched the Veracode rebrand, the next priority was to get the brand out to the world and work on improving our recognition while simultaneously raising awareness about the increasing issue of application security. I was given a budget to make this happen with a strategic billboard campaign centered in Boston, MA but covering many surrounding neighborhoods as well. I worked with Clear Channel to work on the overall locations while brainstorming campaign ideas internally. I decided to tie in the brand efforts with the recent push to bring in more employees, so the billboards would center around a hiring campaign while doubling as branding.
I chose locations based on areas of Boston and surrounding areas that have a high percentage of software companies and tech employees. In addition to the 4 large billboards on major highways (I-93, I-95, I-495), there were 15 medium billboards place from Fenway to Cambridge, all the way out to Brighton and Allston. Another digital set was placed all around South Station for any commuters to see. All billboards were active from 4-8 weeks.
Unfortunately the photos of the billboards out in the wild were not very high res...
The initial process was to conduct research internally using focus groups to determine effective messaging. After the design and rollout phase, we had close to 2 million total in-market impressions from the billboards (30% more than the average campaign) and over 500,000 from the mobile targeting.
The billboards were set up with geocaches so anyone within a certain mile radius of the billboards would receive targeted ads on a variety of their apps. These ads would be the same visuals and messaging as the billboards and link to a webpage I designed on the Veracode website. This webpage was not linked anywhere aside from these ads so I was able to monitor the traffic and conversions and attribute all of this directly to the billboard and ad campaign. We noticed a significant boost to our web traffic, employee applications and overall brand recognition due to these efforts.
