To compete with hundred-year-old banks, fintech Float used billboards to project credibility and size. The physical, high-cost nature of out-of-home advertising psychologically signals to potential customers that a startup is stable, trustworthy, and a legitimate alternative.
To maximize ROI on their out-of-home spend, Float's media buying was highly scientific. They physically mapped the office addresses of their existing customers across the country, identified clusters in cities like Toronto, and then concentrated their billboard buys in those specific regions.
Rather than using formal focus groups, Float validated its bold billboard concepts by involving a small group of existing, friendly customers in the creative process. This provided crucial feedback and built conviction without incurring significant extra cost or time.
Float's successful billboard campaign focused on emotional, human personas like "the receipt loser" and "the big spender." Using a portrait photographer and vibrant colors, they stood out from typical logic-driven B2B ads, creating strong brand recall.
When considering transit ads, Float realized their finance leader audience wouldn't be riding the bus, but driving behind it in traffic. They strategically bought ad space on the exterior of buses to maximize "dwell time" for commuters, a nuanced take on reaching a specific B2B persona.
Instead of relying on vague brand metrics, Float measured the success of its billboard campaigns by observing the direct lift in its performance marketing. Demo requests, website visits, and even Google and LinkedIn ad performance all increased by 30-50% during and after the OOH flights.
To add a performance layer to TV advertising, Float measured immediate impact by analyzing website analytics within the 15-minute window directly following a TV spot's airing. This provided near real-time data on whether a commercial drove immediate action, boosting confidence in the channel.