237@First: “Find It Here” Outdoor Signage Campaign

The broker team at 237@First—a Class A office tower in San Jose, CA—was looking to find new tenants to fill its available spaces.
We chose to use the digital pylon billboard located directly in front of the building and right off the interstate seen by 140,000 passersby per day. The speed and flow of traffic meant that the audience would need to be able to read all information within three seconds.
In addition, the client requested a concept that would help 237@First stand out from competitors with memorable messaging and
eye-catching design.

The “Find It Here” concept showcases the unexpected value of 237@First. To maintain simplicity, the concept featured minimal text and a primary image as the focal point. To create an emotional connection with the audience, the concept focused on the outcome of using the property’s amenities. Each sign featured a unique benefit and let the audience know that they could “find it here” at 237@First.

The signage was displayed for nine months, with new concepts refreshed every three months. Based on the success of the exterior signage campaign, the concept was translated into an email series—with open rates above 42%.