The Reduction Effect

This OOH campaign for Tampa Bay Federal Credit Union was developed to dramatically increase visibility and drive engagement for their auto loan refinancing service. The core strategy centered on a highly memorable and visually disruptive execution that directly translates the concept of "reducing" a monthly car payment into a physical or digital visual effect on the billboard itself.

In the static boards, the design employs a torn edge that serves as a powerful, immediate visual metaphor for "lowering" or "cutting" cost. By effectively removing a segment of the visual space, only the clean, essential message remains on the bottom, instantly communicating that Tampa Bay Federal Credit Union is removing a financial burden— high monthly car payments. The implied action of tearing away makes the benefit feel tangible and immediate, reinforced by concise messaging.

The Digital Billboards leverage the medium's dynamic capabilities for a modern, high-tech take on the removal effect. In the digital execution, a segment of the screen is designed to glitch and cut out. This dramatic digital disruption visually represents a portion of the cost being wiped out. The juxtaposition of the clean, clear TBF messaging against the chaotic, broken, or glitching half captures attention and reinforces the action of financial reduction in a dynamically compelling way.
Ultimately, this campaign is successful because it uses its media placement not just as a channel for delivery, but as an integral part of the message itself. By employing the physical "tear" and the digital "glitch," the creative execution achieves dual goals: maximizing visibility through highly unusual and disruptive imagery, and instantly amplifying the core concept of financial reduction for Tampa Bay Federal Credit Union.