Every year, Community Choice Credit Union reserves the oddly shaped parcel of land above and uses it to promote themselves at the Iowa State Fair.
The Iowa State Fair is an event lasting two weeks in August that entertains over 1 million visitors. It's a great opportunity to get your brand in front of a lot of potential customers. The only downside is that there is a lot of competition for their attention.
My role as Creative Director for Choice Creative Solutions was to come up with an out-of-home display on behalf of Community Choice that commanded attention. My solution was to go vertical. As a result, our display could be seen hundreds of feet down the concourse of the Iowa State Fair.
As part of the display, Community Choice wanted to advertise their low-interest vehicle loans, so I tied that into the theme. Since the credit union's booth was located near an area of the Iowa State Fair reserved for children, I figured I could grab their attention - and subsequently, their parents - buy putting battery-powered play vehicles 10 feet above their heads.
Parents had a chance to win each of the vehicles on display by filling out an entry form with their contact information. Those forms were then turned over to loan officers that would reach out to individuals who indicated they were looking to lower their monthly car payments.
Parents had a chance to win each of the vehicles on display by filling out an entry form with their contact information. Those forms were then turned over to loan officers that would reach out to individuals who indicated they were looking to lower their monthly car payments.
The display generated over 4,000 leads over a two week period, added to the grandiosity that is the Iowa State Fair, and created unique brand value for Community Choice Credit Union.
Below is a copy of the contest entry / lead generation form that visitors to the booth could use for a chance to win one of the vehicles on display.
