The client seeks a vendor to provide digital advertising services for a five-month, multi-platform campaign targeting adults aged 18–24, with a particular focus on underserved communities. The campaign is designed to connect with this demographic using a layered strategy, starting with awareness-building through digital out-of-home (DOOH) video and display advertisements in locations with high foot traffic from young adults, such as malls and colleges.

Following this initial phase, the campaign will leverage Connected TV (CTV) advertising to engage the streaming audience, with data indicating a high response rate among potential recruits after viewing ads in this medium. The campaign tactics include DOOH advertising, which delivers un-skippable, high-impact messaging in real-world environments, appearing on digital billboards and screens across various public locations.

The approach is structured to maximize outreach and refine audience engagement through sequential marketing channels, ensuring broad visibility and measurable impact within the target demographic.