Digital Billboards for Air Quality Awareness
THE TASK
At IQAir, our team was tasked with raising awareness for our brand and mobile app during California's wildfire season, when air quality becomes a critical concern. Seeking to expand beyond traditional paid media channels, we were challenged to develop an innovative campaign that highlighted the importance of air quality and showcased how the AirVisual app could make a difference.
THE WORK
Passing digital billboards during my smoky Southern California commute inspired an idea to promote our AirVisual app with an OOH initiative. Initially considering static ads, collaboration with Outfront Media revealed the potential to showcase live air quality data.
I led the project, working with our team to integrate real-time Air Quality Index updates from our nationwide air quality monitors via API, ensuring data refreshed every 8 seconds to match billboard rotations. This required seamless coordination between creative and technical teams.
The result? Six digital billboards in high-traffic areas across Orange County and San Francisco, delivering real-time AQI updates and driving app downloads.
THE RESULTS
While it’s difficult to measure the full impact of Out-of-Home campaigns, the results were encouraging. The billboards delivered over 70 million impressions during the 4-week campaign. We also saw a 16% increase in website traffic from these key cities and more than 5,000 new app downloads in Los Angeles, Orange County, and San Francisco, representing a 12% increase from the previous month and a win for brand visibility.
