Problem How does a fledging network successfully launched three new shows with significantly different audiences? Solution Use OOH formats to target each demographic in specific environments. Background The CW Network, a recent merger between UPN and WB in 2006, had been struggling to find an identity amongst its core audience. As planning for the fall launch began, it became clear the target audience was younger than most network audiences and therefore consumed media in a different way. The CW needed to develop an OOH campaign that would target the designated audience in culturally relevant areas. The campaign would drive a tune-in message for three brand new shows, anchored by the latest season of America’s Next Top Model. Objective The overall objective was to show a s

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