A tier-2 developer with tier-1 ambitions. City-wide hoardings plus a conversion-first microsite turned local awareness into booked site visits.
THE BRIEF
Meridian had three towers selling in a market that knew the developer next door better. Media was booked ward by ward, creative was made per vendor, and nobody could say which board produced a walk-in.
THE DIAGNOSIS
The problem was never awareness. It was the gap between a hoarding on a highway and a form submission at 11pm. We treated both as one surface.
WHAT WE BUILT
One brand system, eleven hoarding sites planned as a sequence rather than a scatter, and a single microsite with a booking flow that survived a phone on 3G.
THE MOVE & OUTCOME
Boards flighted in two waves. Wave two carried only the message that wave one proved. Site visits tripled inside a quarter and cost per booked visit fell by a little over half.