Digital Display Delivers Immediate Results

Adams Outdoor Charleston, South Carolina

THE CHALLENGE

The Wednesday before Mother's Day 2010, Todd Turner, Art Director for Adams Outdoor in Charleston, South Carolina, still needed to get his mom a card. He then had the idea to create a billboard spot to tell her how much he appreciated her love and support and got his co-workers involved to create a heartfelt Mother's Day billboard campaign. Due to the flexibility of their Daktronics digital billboard on I-26 in Charleston, they had their messages to mom up and running by Friday. "Some of my favorites were Courtney's "Thanks for always having chocolate in your purse,' and Jason's, "Mum, 10,000 miles away but always close to my heart," said Todd.

THE RESULTS

To top off being the "best daughter or son" for Mother's Day, Adams Outdoor was awarded a Silver OBIE Award presented by the Outdoor AdvertisingAssociation of America (OAAA). "We submitted our content in January, and found out in March that we were finalists," said Todd. "But that doesn't mean that we won. We didn't find out about the award until mid April." Adams Outdoor was able to pull off their creative plan within two days, and successfully demonstrated their love for their mothers as well as their ability to quickly organize an award-winning campaign. "I think that it’s a testament to our ability to execute an idea quickly with digital boards," said Todd.

You can view the creative content at: http://vimeo.com/11550821