Case study · York Street · Leeds · July 2026
We put our prices on a billboard.
Two 48-sheets. One real quote. One published rate. Then the press did the rest - Prolific North, Ads of the World, and a 188% jump in new traffic.
+188%
New traffic uplift
£325
Published 48-sheet rate
5
Press placements
6 wks
Idea to live
01
Problem
SMEs assume billboards are unaffordable - because pricing is never published.
02
Idea
Put a real £650 quote next to our £325 published rate - on the actual site.
03
Proof
Trade + creative + national press syndicated the story without paid placement.
04
Outcome
+188% new traffic, LinkedIn growth, leads, and client campaigns booked.
The problem
Opaque pricing is the real barrier -
not the billboards.
Ask five agencies what a 48-sheet costs and you get five answers, none written down. Loud! OOH publishes every rate. The challenge: nobody believes transparency until they see it.
What the market does
Hide prices behind forms and discovery calls. Markup layers make SMEs assume outdoor is out of reach.
What we did instead
Stopped explaining. Booked two adjacent panels on York Street at our own published rate - and put the comparison on the wall.
The stunt
The medium was the message.
York Street, Leeds - bus stop dwell in front of both boards. Read left to right. No competitor named. The industry markup culture was the villain.
48-sheet pair · York Street · Leeds city centre
Board 01 · The quote
I was quoted £650 for this billboard.
Real quote · same site
Board 02 · The answer
Same billboard. Half the price.
£325 · Loud! OOH published rate
Not a teaser. Not an asterisk. £325 is what the media costs when markup is removed - checkable on our rate card today.
Execution
Six weeks from idea to live.
Creative, booking, print, and press pitches landed together on launch morning.
Wk 1–2
Lock the idea
Concept, York Street site (bus-stop dwell), rate confirmed against the public card.
Wk 3–4
Book & produce
Panels at our published prices. Print-spec artwork. Press pack built in parallel.
Wk 5–6
Pitch & go live
Journalist pitches ready. Boards live the same morning releases went out.
PR syndication
One idea. Three audience tiers.
Editorial validation - not paid placement. Trade, creative, and national business coverage from a single Leeds stunt.
Featured · Prolific North
New Leeds OOH agency turns to OOH for its launch campaign
North of England marketing press covered the dual-board stunt and transparent rate-card proposition from day one - then followed up on results.
Results
What the stunt actually moved.
For a business whose product is a public rate card, traffic is not vanity - every visitor lands on the proof.
+188%
New website traffic uplift
Primary success metric · since launch
+155.9%
LinkedIn post views
14 days post-launch
+61.1%
LinkedIn follower growth
Audience compounding
5
Press placements
National & trade
2
Guest posts agreed
Scheduled for Q3
Also moved :
Several direct leads followed. Client campaigns booked for August - testimonials land once those are public.
Lessons
What we’d repeat.
01
Medium = message
Pricing proven on billboards beats any landing-page claim. The format was the evidence.
02
Boards spark. Content burns.
Paper comes down. Press, LinkedIn, and insight guides keep compounding after.
03
Punch the problem
No named competitors. Markup culture was the villain. Confidence doesn’t need a target.
“Putting our pricing on a billboard was the most honest ad I could think of - every claim on that wall is one anyone can check against our rate card today.”
Jamie Roberts · Founder, Loud! OOH
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