EY used a station domination at Washington, D.C.’s L’Enfant Plaza to raise awareness of its technology-enabled government modernization services. The location was selected because it is a major Metrorail transfer hub near federal agency buildings and is heavily used by government employees. Bright, simple creative promoted EY’s government modernization center and presented the firm as a partner for public-sector transformation. The concentrated out-of-home presence generated an estimated 2,018,919 impressions and prompted positive feedback from clients who had not previously associated EY with these capabilities. Most importantly, the campaign contributed to EY securing a $500,000 sole-source contract, demonstrating how strategic placement and direct messaging supported brand education and

Join for free to read