Downtown Van came to us with a mission: to amplify local businesses’ growing concerns about public safety. Timed with the BC election, we hit the campaign trail with "Better Safe Than Sorry" – an unapologetic message presenting two starkly different futures for downtown Vancouver. By pushing public safety front and centre, the campaign urged people to show up for their city and vote.

Results:

‍The campaign achieved dominant awareness in downtown Vancouver during the election window, exceeding reach targets and driving meaningful engagement.

14.6M total impressions delivered, exceeding projections across all channels.
• OOH: 11.0M impressions, driven by high-impact billboards, transit shelters, bonus inventory
• Digital: 1.8M impressions, outperforming forecast through optimized programmatic delivery
• Social: 1.8M impressions, nearly 3× planned delivery

‍Performance Highlights:
• Display CTR 0.10% (3× industry benchmark)
• Video VTR 71%, exceeding KPI
• Display viewability 93.5%
‍• Elevator screens over-delivered by 13%, minimizing spill
• Approved and admired by VPD and BC government officials
• Recognized as a responsible, community-first approach to public safety awareness

+ Winner of the Pinnacle Award at the International Downtown Association Awards in Washington DC.