The League’s OOH Love Pitch at LAX

Exclusive dating app The League is speaking directly to their target audience with effective out-of-home location and creative choices.

The League isn’t your average dating app. Targeting ambitious and discerning individuals, it handpicks members based on profession, education, and drive. In a sea of swipes, The League stands out, prioritizing depth and ambition over fleeting encounters. Leveraging airport out-of-home, they are efficiently growing their customer base by directly targeting busy professionals. 

Marketed as the prestige dating app, The League needed to be highly selective when it came to choosing the right advertising platform to expand their market share with their new “Goal Digger” campaign. LAX, situated as the gateway to one of the country’s biggest business and academic hotspots, was the ideal choice for the League, indexing 47% higher than the rest of the US with their target audience.

Leveraging JCDecaux’s inventory in high-traffic areas, The League ensures maximum visibility. By diversifying their ad placements, they establish a pervasive presence throughout the traveler’s journey. Furthermore, they utilized column wraps to greet all arriving cars, creating a memorable first impression even before travelers set foot inside the terminal.

The ad creatives themselves intertwine humor with contextually relevant messages to catch travelers’ attention. Phrases such as “Date someone with GOALS so big, you’ll want to take your shoes and belt off” and “Date someone who will lift you up, and not just pat you down” not only evoke a chuckle but resonate with the jet-setting crowd. The use of humor in OOH is a proven effective tool, with a study finding that 89% of consumers are more likely to remember an advertisement that involved humor.

As more digital brands recognize the potential of airport advertising, The League’s innovative campaign serves as a prime example of how to engage target audiences and harness the power of contextually relevant messaging. The ‘Goal Digger” campaign encapsulates the essence of what The League stands for – aspiring high and reaching for partners who share those aspirations. By utilizing OOH at LAX, The League effectively taps into this target audience ensuring their message doesn’t just fly by but lands perfectly, making a lasting impression.