Behave like the market leader
We built a new strong set of messaging paired with a social media communications "channel" to build perception of the Merkury brand; and create brand presence through an “always on” approach, driving familiarity amongst our Millennials target audience.
This approach would also give Merkury premium display for product launches, while ensuring a presence during key competitor campaigns.
With a focus on quality, style and impact, we secured a long-term holding of giant high-definition billboards. The campaign ran for 12 months across 20 billboards, with placements optimized to deliver against our Millennials audience in key contributions across NYC & the Tri-State Metro Area.