Problem How do you keep Bojangles’ as the dominant brand through- out the market? Solution By using a strategically-placed OOH campaign in areas with high-volume traffic. Background Bojangles’ had only used OOH in the past as directional or to showcase menu items. It wanted to create a buzz and posi- tion Bojangles’ with a positive message in the community. Objective The objective of this campaign was to keep its brand dominant in the market, drive a positive message throughout social media, and reinforce the feel-good message that Bojangles’ makes people smile. Strategy In order to have a dominant presence in the market, Bojangles’ had to blanket the market with posters and digitals associated with high-volume traffic. The ‘teaser’ creatives consisted of just a simple yellow backgrou

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