North America’s longest running auto exhibition, the Chicago Auto Show, turned to out-of-home to promote its 2021 comeback. The persistence of the pandemic resulted in many changes to this event and OOH was key in allowing the event to efficiently adapt to the times. It was the first convention at McCormick Place since the start of COVID with over 100,000 people attending its five-day duration, which was trimmed down from its usual two-week run. This year attendees were further immersed in the experience with over 12,000 vehicle test drives performed on the city streets.
 
Another major shift was the exclusive online availability for event tickets, and the Chicago Automobile Trade Association leveraged our digital billboard network to compensate for this significant change in ticket distribution. As the primary medium for this campaign, our large-format OOH provided the mass platform needed to broadcast the crucial ticket link on each creative. The dynamic countdown feature also displayed, generated a sense of urgency for ticket-buying and general buzz around the event.
 
JCDecaux helped deliver over 16 million impressions at 8 locations for this campaign, heavily promoting the show’s return on almost every expressway in Chicago. The nearly 40% reach of the campaign within the DMA assisted the CATA in selling as many tickets as possible despite the challenges presented by the ongoing pandemic.

Check out the entire campaign below!