City-wide out-of-home for virtual care

Capture attention in the one or two seconds a commuter actually has.

The objective was straightforward and hard at the same time: drive awareness of Teladoc Health among the dense NYC population eligible to sign up through employer benefits or health insurance. The brief was blunt about the constraint — people moving rapidly through the city or the subway have maybe a second or two to register an ad, so the creative had to read instantly: a catchy tagline, bold design, and unmistakable branding.

One system, flexed across Times Square, the subway, and billboards beyond the city.

I drove the creative with my team, from concepting and copywriting the taglines through motion graphics and site measurement. My boss, the VP of Brand and Creative, contributed, but my team was responsible for the content and creative execution across every format. Multiple internal teams pitched concepts for the Times Square placement; ours won the internal review and was selected to run, given the scale of budget required to take over a space like that.

• Digital billboard takeover in Times Square, paired with a DOOH (digital out-of-home) video built for a huge, high-traffic canvas
• In-situ subway car and platform placements across dense commuter routes
• Billboards outside the city, extending reach beyond the Manhattan core
• One consistent creative system — tagline, color, and type — flexed across every format and placement size

A measurable bump in organic traffic while Times Square was live.

Google Analytics showed a clear uptick in organic traffic while the Times Square video was running, and it held even after the placement came down — a strong signal that thousands of people saw the ad and acted on it directly.