#NYCtakeoff
The average New Yorker walks past more than 10,000 ads a day. So we rewarded the ones who actually paid attention — by hiding vouchers for great New York experiences in plain sight.
The catch: you had to do something that felt borderline illegal. Steal the ad.
Epica [Shortlist] | One Club [Merit] | Hatch [Gold] | MITx [shortlist]
Case Study
How it worked
We designed posters that used design cues from traditional coupons, and made them poster sized. Then we placed them on bus shelters across all five boroughs in New York City and wrote copy that encouraged the public to steal them.
The giant coupons were stuck on top of the glass with a low-tack adhesive, so they were easy to remove. In the regular ad space under the glass we placed another poster that informed you about the activation, and to look out for more posters in other places since you missed out on the prize in this location.
How we got the word out
We did the activation once and used that as an opportunity to capture footage for PR purposes for the second round of postings.
We started by releasing a teaser on JetBlue's social channels in the week leading up to round two, and then released a long form video the day before the second round of posters went up to maximize the buzz.
Design
We made over 30 different posters, all in JetBlue's signature style.
We also had a few larger billboards that were too impractical to let people steal. Instead, we used those to tell people to be on the lookout.
Results
On a small, regional out-of-home budget with a 30-day media run, the campaign managed to nab more than 65 million earned media impressions worldwide.
Agency
Mullen Lowe
CD
Enrique Camacho
ACD/Copy
Pete Shamon
Senior Art Director
Pier Madonia
Senior Copywriter
Sarah Schmid
Art Director
Lisa Della Piana