Our media department was recently awarded the first ever Ratings-Driven Media Planning Award by the Outdoor Advertising Association of America (OAAA). We received this awesome award for our strategically innovative Out-Of-Home (OOH) campaign for Advocate Health Care.
“With the success of this campaign, we’ve shown that OOH is an incredibly cost-effective form of advertising when the appropriate planning strategy is taken,” said HY Connect Associate Media Director Kyle Krueger.
Advocate was looking to run a system-wide campaign that covered each of its 10 northern Illinois service areas. By gaining insights into these different geographic locations and the target demographics within them, we created an extensive customized media plan for each of its hospitals.
Advocate increased its annual OOH ad spending for this campaign, and it resulted in an increase in their brand recognition as a trusted healthcare system throughout northern Illinois. We accomplished this by prioritizing the purchase of surface street signage, with a few traditional expressway billboards in the mix for good measure. Placing our consumer-focused messaging in the right Advocate service areas reached close to 70% of the targeted demographic and had a high impact on Advocate’s ratings in 2012.