Flexcar
Flexcar Drives 76% Lift in Website Traffic with OOH Advertising
See how Flexcar used billboards to boost website traffic by 76% in Boston with a targeted out-of-home advertising campaign.
Objective:
Flexcar, the world's first ever month-to-month car lease company, wanted to promote its flexible monthly services as an alternative to standard car ownership. The goal for this out-of-home advertising campaign was customer acquisition/demand generation in multiple markets.
Activation:
Placements were focused near existing car dealerships and gas stations to directly target traditional car owning audiences.
The campaign launched mid-April, with two markets selected. Digital and static/traditional billboards were activated in Atlanta and Boston, with the creative (artwork) highlighting Flexcar’s month-to-month car lease flexibility. Other creative activated for the campaign also highlighted the cost savings on gas in partnership with Sunoco.
Results:
We measured this campaign using a website visitation study to see how effective the OOH was at driving people to the Flexcar website and if anyone signed up. The study showed impressive results, indicating the OOH campaign directly drove more website visits.
Overall, the test group/those exposed to the OOH campaign, saw an increase in visitation rate after the campaign launched
While both markets saw lift, Boston saw a lift of 76.36% on website traffic
Compared to other brands in the “vehicles” vertical, Flexcar experienced a 54% net lift, double of what the vertical performs, according to our attribution partner
Out-of-home advertising encompasses many formats, but this campaign demonstrated the power of billboards. With the right placement and right messaging, billboard advertising can drive outcomes.
