A key element of the campaign was that out of home was a strategic element, included in planning from the early stages, and integrated with other media channels, rather than being an afterthought. The effectiveness of this integrated campaign clearly shows how OOH can be a powerful part of any media mix. The variety of media that the OOH palette can provide means there's always a way to reach your audience.
STRATEGY: The overall strategy, designed to reach Hispanic Moms, included OOH, radio, print, and in-store events at the neighborhood grocery stores.
TACTICS: The outdoor portion of the campaign started with high profile billboard locations to act as the anchors for the program. It also included multiple flights of poster locations to create a presence at street level where people do their shopping and go about their everyday activities. Finally, a Mobile Billboard was used at the launch of the program to create a heightened awareness of the brand's presence in the market. This allowed Tampico to take their message directly to the target neighborhoods, and also coincided with brand sponsored remote radio broadcasts at the targeted stores presented by the local Hispanic radio stations.
RESULTS: The results speak for themselves — Tampico’s integrated campaign has produced a 62.4% year-to-date sales spike in Las Vegas.