The Challenge
Traditional public safety messaging faces a brutal reality in New York: it quickly becomes part of the city's visual background noise. Tasked by the NYC Department of Transportation to curb speeding among young drivers and families, the challenge was to break through this immense sensory clutter without relying on standard, predictable institutional formats.
The Approach
We engineered an 8-week media engine in partnership with five professional sports franchises: the Yankees, the Mets, NYCFC, NY Liberty, and the Staten Island FerryHawks. By synchronizing center-hung Jumbotrons at Madison Square Garden and 360-degree LED ribbon boards at Yankee Stadium with precision multi-borough mobile retargeting, we deployed localized creative in 10 languages across the city’s most high-profile environments.
The Results
By treating major stadium networks as a live, interconnected ecosystem, the campaign drastically outpaced traditional civic outreach benchmarks, maximizing both baseline frequency and culturally fluent engagement across every targeted corridor.
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