Problem How can Homie build awareness and drive adoption with consumers in their test expansion market? Solution With a sizeable out of home campaign that can produce the maximum amount of impressions. Background Homie was entering into its second year of advertising and serving the Phoenix market. Growth was steady, but not happening at the rate that the company had been hoping for, as Phoenix was a test market for expansion. Homie needed to create both brand awareness and trust through its advertising channels, while also maintaining a cost effective CPM and far reaching strategy. Objective Homie was aiming to reach as much of the Phoenix CBSA as possible, while optimizing for reach, frequency, and high impres- sions at a CPM of $3 or less. Arizona was the first market to la

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