Leverage Edu: Billboard to Feed
From the campaign
The billboard: "West Delhi to University of East London — plan for every dream."
The viral video: "Auto driver father breaks down while dropping daughter for London."
A meme-page hook: "LPG cylinder shortage set to end soon across India?"
An OOH activation treated as the start of the conversation, not the end. Social-first content made a billboard travel.
The brief
Extend Leverage Edu's OOH activation beyond its physical placements and make the campaign talk-worthy online.
Our approach
Instead of treating OOH as the final asset, we treated it as the starting point for a digital conversation.
What we did
- Built amplification assets around the OOH activation.
- Found the conversation hooks in the campaign's objective.
- Made social-first content designed to be noticed, discussed and shared.
- Carried a physical-world campaign into digital spaces through content- and conversation-led amplification.
Impact
Turned a traditional OOH activation into a multi-touchpoint digital conversation, so the campaign travelled far beyond its physical placements.
The takeaway
We connect offline brand moments with online culture, so high-impact physical activations don't stop at the billboard.