Problem How does a local service provider increase con- sumer awareness but creat demand in their market? Solution By using strategically placed OOH running along heavily trafficed highways. Background Poison Ivy Control wanted to increase it’s brand awareness throughout various markets in the state of Michigan. The company wanted to reach the daily commuters in rural markets that had poison ivy issues during the spring/summer months on their property, home, business, etc. Objective The company wanted the campaign to not only drive awareness but create a demand within their targeted audience of 18 and older property owners who would benefit from the service. Strategy The media company selected bulletins on major freeways across the state of Michigan using TAB OOH Ratings. Aft

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