Challenge /
Each year, just about every advertising agency in the world is trying to solve the same problem. What to do for the agency holiday card? Esparza Advertising didn’t want to create just another clever self-promotion piece. Esparza was determined to create a holiday card that could promote something far more important – good old fashioned holiday cheer.

Results /
Esparza utilizes billboards to help promote their clients’ products and services. So why not use those same billboards to help promote cheer during the holidays? With that goal, Esparza created DeckTheBillboard.com – an interactive website where people could design their own personalized holiday billboard and have it placed on actual digital billboards located throughout Albuquerque on Christmas Day, December 25. Visitors to the site could choose from eight holiday-themed templates and even customize their billboard with a personal message. After a person created their billboard, they were given the exact time it would appear on 21 digital billboards located throughout Albuquerque.

Solution /
Without using any paid media to promote the project, Deck The Billboard received:

• Over a thousand unique visitors to the site in just one week
• Over 700 billboard submissions – including three marriage proposals and messages from as far away as Kuwait

• News coverage on CBS, Univision, Albuquerque Journal, Ad Rants, New Mexico Business Weekly and more