The Medicare business in South Florida is one of the most competitive industries in town. Bloom Medical boasts a great, patient-centered operation but competition is furious and it needed to stand out. We needed to bring people in so they could see the benefits for themselves. Our strategy was to capture the local audience that regularly drove by the center but didn’t really notice it. Bold, eye-catching outdoor was the way to go as a way to top competitors’ outdoor efforts. The unique out-of-home advertising that was employed not only served to differentiate Bloom Medical in the eyes of customers, but proved difficult to imitate by competitors.