Pep-Punk Billboard
Installation in NYC

To launch idobi’s new brand identity, I project managed this massive billboard installation. It ran across twelve billboard windows plus a building topper on the Lower East Side, between Delancey and Bowery Streets, to promote the network’s roster of shows.

In order to give the campaign a boost and connect with the audience, idobi listeners were invited to take part in a prize hunt in the area to win prize packs full of goodies, including a Schecter guitar, a bottle of WhistlePig Whiskey, vinyl from Hopeless Records and Smartpunk Records, tickets from Bowery Ballroom, and more.

Fans were encouraged to post selfies in front of the billboard in order to receive a clue leading them to a local business, where they could claim their prize pack. Working with so many different partners for the locations and deliverables meant this campaign had a lot of moving parts but fans loved it, even taking part in a snowstorm. And it increased brand awareness in an exciting and tangible way.