At the start of September, we partnered with the OAAA for the launch of their OOH campaign designed to increase voter registration and encourage people to vote in the Presidential election this November.
On September 6th, the campaign blanketed Times Square with OOH ads covering billboards, bus shelters, subway cars and more throughout New York City. The ads show that no matter what ‘labels’ Americans have, the only label that really counts is Voter.
The event in Times Square was the official launch of the campaign with a team on the ground encouraging passers-by to submit their own ‘labels’. The dynamic creative then updated, broadcasting these personalised ‘labels’ live to the thousands of people in Times Square.
Nancy Fletcher, president and CEO at OAAA, said
“We are completely nonpartisan in this effort, we are not trying to boost the standing of any party or candidate, rather use OOH, a highly engaging and effective medium, to provoke action in a way that is constructive during a time that really matters.”
The OOH ads will drive digital engagement by directing viewers to VoteToCount.com where they can access their state’s voter registration pages. An interactive label generator allows visitors to choose their own labels, showcasing what they value and believe, and share on social media.
In the lead up to election day on November 8, the campaign will roll out in major cities including Boston, Los Angeles, San Francisco, Miami, Chicago and Las Vegas.