Published On May 18, 2020
This video reel captures the unique out-of-home campaign execution utilized for a product release in October 2019. The release was timed to coincide with a major startup event, SF TechCrunch Disrupt (TCD). The campaign had two phases.
The first phase consisted of building suspense by blanketing the city for three days (longer on key units) with a creative letting folks know that something big was coming; 160 static transit shelters, 100 digital urban panels, 9 static billboards, 2 digital billboards, and 9 shelter takeovers, including two with custom made Brex logo extensions.
Then, the minute our co-CEO, Henrique Dubugras, announced the new product on the main stage of the conference, a text went out to seven crews of installers who immediately started flipping the OOH creatives around the city to reveal the product and its value props to the public. The digital units also flipped at the moment of the announcement, although with much less labor required.