Our client, K1 Speed Canada, is a leader in the go-karting industry, with a clear objective: to supercharge their brand awareness. One of our tactics to support this goal was impactful Out-of-Home (OOH) advertising. The challenge was to cut through the noise and capture the attention of commuters in key, high-traffic areas surrounding their locations, ensuring a lasting impression.

Our approach was built on strategic location selection and eye-catching creative, designed to turn everyday commutes into memorable brand encounters.

The Strategy: 

Our process began by pinpointing optimal OOH placements on major routes where traffic was either heavy or frequently stalled- aka the Gardiner. The goal was to capitalize on captive audiences, ensuring maximum visibility for K1 Speed. We focused on crafting bright, dynamic visuals that would instantly standout on in the bright blue (sometimes dark grey) Toronto skies, grab attention and convey the thrill of the K1 Speed experience.

The Execution: 

We developed a tailored, location-specific plan. Our creative team designed two distinct, vibrant ad creatives: Become The Racer and You Race They Chase, both optimized for digital large format displays. These were strategically placed at high-impact locations like Gardiner & Exhibition Place, ensuring prime visibility for thousands of daily commuters.

The Results: 

The campaign delivered exceptional results:

• 104.9% index for both occasions and impressions.
• Nearly 7.5M impressions over 50 days 

The results off the road? Increased web traffic including new website visitors. Increases social traffic & follows and increased first time racers across all GTA locations. 

This campaign proves that with strategic OOH placement and captivating creative, brands can dramatically increase their awareness and make a powerful, lasting impression offline.