Shape Your Future, a program of TSET, offers free tools and resources that support healthier living across Oklahoma. Our objective was to boost awareness of the Shape Your Future brand in the OKC and Tulsa metro areas and drive direct traffic to the website, where users could access simple, actionable wellness guidance. With an increasing number of Oklahomans on the go and facing everyday barriers to healthy living, we aimed to reach them where they are and offer real solutions to their real-life challenges. The idea? Leverage bold, strategically placed digital billboards to break through the noise, spark recognition, and inspire measurable behavior change.
Instead of treating out-of-home like a passive brand awareness tactic, we set a clear, measurable goal: move people from a highway moment to a website visit. The creative needed to be simple, impactful, and resonate with the viewer’s current mindset within a short six second timeframe. By combining a bold message-first design with strategic timing, we sought to make billboards not just visible but effective.
To bring the campaign to life, we focused on one key question: how do we use out-of-home media not just for awareness, but for measurable digital engagement? The answer was to meet people in their everyday routines with a message that was timely, clear, and solution-oriented.
We developed six distinct digital billboard designs, each crafted to deliver fast, actionable messaging tied to a specific health-related moment. For example, our “Need healthy dinner ideas?” creative was deployed during evening rush hour. Specifically targeting drivers heading home while they were actively thinking about what to make for dinner. Other designs tapped into various brand pillars like active movement, hydration, and seasonal wellness strategically timed to coincide with New Year’s, when motivation for healthy habit forming is naturally higher.
Visually, we stripped out anything that might distract from the message. No QR codes. No clutter. Just short, high-impact headlines paired with clean design and a direct website URL. The goal was to plant a seed in the viewer’s mind that they could remember and act on later, even after the billboard was out of sight.
Our placement strategy was equally intentional. We selected high-traffic digital boards in the Oklahoma City and Tulsa metros, prioritizing visibility during key commuter hours and aligning message timing with relevant moments.
One challenge we faced was the creative constraint of a six-second read time. This limitation demanded discipline, pushing us to distill our message to its most essential, impactful form. It pushed our team to be highly intentional with copywriting and layout—prioritizing instant clarity without sacrificing brand personality.
Another hurdle was ensuring consistency across creative assets while allowing each message to serve a specific moment. By grounding all billboard designs in existing brand themes, we found the right balance between campaign cohesion and individual impact.
The collaboration between creative, traditional media, digital media marketing strategy and client teams was crucial. From timing rollouts to adapting creative for different boards and audience behaviors, every decision was made with optimal performance in mind.
What set this campaign apart was how we reimagined digital billboards as active drivers of engagement, not just passive visuals. We turned a traditionally awareness channel into a purposeful digital driver—connecting high-level brand messaging with real-life behavior change. This campaign redefined what out-of-home media can achieve, proving it can directly drive digital engagement and not just awareness.
The results spoke for themselves: our out-of-home strategy didn’t just generate awareness—it drove action. During the campaign period, the Shape Your Future website saw a 192% increase in direct sessions compared to the previous four weeks. This meant people weren’t just seeing the message, they were actively seeking out the website directly as a result of seeing the ads during their commute.
Even more telling was the 282% increase in website event count, indicating a significant rise in users actively engaging with site content such as healthy recipes, downloading guides, watching videos of physical activity tips, and reading blogs that cover a variety of health topics. Users weren’t bouncing off the page, they were sticking around and exploring more.
We also saw a 21% increase in average session duration, reinforcing the quality of the traffic we drove. The audience wasn’t just curious; they were genuinely interested and found the content valuable once they arrived. This metric also pointed to the strength of our website’s user experience—visitors were able to navigate easily, find relevant information quickly, and stay engaged with the content.
Most importantly, the campaign proved that out-of-home media, when strategically planned and insightfully executed, can go beyond surface-level impressions to create meaningful digital outcomes. By delivering the right message at the right moment, we successfully turned quick highway glances into moments of curiosity, empowering Oklahoma adults to discover more ways to improve their well-being.
