MOST POS Launch Campaign— Out-of-Home
A NEW PRODUCT LAUNCH THAT SWIPED A HUGE CHUNK OF BUSINESS.
It was 1993, a full five years after POS was launched in California, that it finally made its way to the East Coast, when the MOST network launched POS in the Washington, DC and Baltimore markets. Consumers had long been hoping for the day they could use their ATM card to pay for everything from gas to groceries to rental cars. Using their credit cards to pay by now was commonplace. So we used that familiarity to our advantage, using the command given by the POS machines at thousands of retail locations— SWIPE YOUR CARD. It was a huge message and required a huge medium— billboards, bus queens and kings and backlit Metro signs.