On April 30th, a 48-foot billboard made of over 120,000 pennies was installed on I-275 at Hillsborough Avenue in Tampa. This one-of-a-kind execution is part of an integrated multi-media campaign for Zeno Office Solutions promoting its new Centurion ‘Penny a Print’ program for companies with 50+ employees and/or 20+ printers.
To announce this new service Zeno partnered with Schifino Lee, who strategically created the program’s print, outdoor and online advertising, targeted eblasts, sales collateral and website. The key message: Take control of your printing costs with free printers, free toner and unlimited maintenance — all for a penny-a-print.
“Marketers strive for advertising that has stopping power. Ours literally does. We have clients who were about to sign a contract with a competitor, then saw one of our billboards and called us instead. We love Schifino Lee’s creative because it creates results,” said Keith Roher, VP Sales, Zeno Office Solutions.
The eye-catching billboard on I-275 billboard spells out ‘1¢ a Print’ using 2,160 pounds of reflective pennies. Each coin was shined and hand-glued to 12 four-foot panels. The creative has garnered local and national media attention on television, newspapers and business publications. It will travel to different highway locations throughout Tampa Bay over the next several months.
