ABSTRACT: During a campaign in October 2016, InstaMek integrated Carto Media and Pattison Outdoor into its marketing strategy. By using Carto’s Hyper technology to geo-fence areas where an InstaMek ad was placed on Pattison billboards, InstaMek saw a large increase in jobs requested and sales by integrating both mediums into its marketing strategy. BACKGROUND: Carto is a digital marketing strategy company focused on Hyper-Targeting capabilities, ensuring clients the most cost-effective and efficient way to connect with consumers. Carto ran a campaign for InstaMek from July to November 2016 to increase general awareness by integrating the marketing campaigns of the business to a specific demographic of clients. CLIENT: InstaMek is a start-up in Edmonton offering mechanical services on-the-go for clients who do not want to take their vehicle to a repair shop. InstaMek has grown rapidly and now serves Edmonton, Calgary, Vancouver and the Greater Toronto Area. OBJECTIVE: InstaMek was already using Carto’s services to geo-target the Edmonton market and wanted to implement its digital strategy into a new marketing strategy as it expanded into the Calgary market. InstaMek selected the area of Calgary that fit its highest demographic: white collar, young family, high-car density area. Carto developed a comprehensive marketing strategy and implemented a geo-fence around the area of the InstaMek billboard, targeting those who passed by the billboard with online adver-tisements. By integrating various media, InstaMek’s goal was for increased interaction with the brand. METHODOLOGY: Out-of-Home (OOH) Advertising OOH Advertising refers to advertisements that appear out of the home, consisting of billboards, posters, transit shelters and bus benches. OOH is a powerful medium for reaching and targeting large audiences based on their geographic location. OOH is great for gaining brand and campaign awareness. For the InstaMek campaign, Carto used two billboards in Calgary communities that Instamek wished to target. Hyper-Targeted Programmatic Ads Hyper advertisements use demographic and geographical filters to only show advertisements to the target audience based on the client’s description. InstaMek used Hyper to better integrate its marketing campaign, aligning with its OOH messaging with the goal of increasing customer interaction with the brand. The Hyper advertisements were geo-fenced to the areas surrounding the billboards. According to our OOH partner, Pattison Outdoor, when used in unison, OOH and online advertising have a 77% attention rating, higher than when mediums are used on their own. This represents the percentage of people who frequently pay attention to the advertisement (Pattison Research, May 2016). RESULTS: The comprehensive campaign of OOH and Hyper took place during October 2016. Carto produced 5 digital advertisements, which complimented the 2 OOH billboard advertisements, gaining general awareness for the service and offering discounts on repairs. InstaMek has been in the Calgary market since the beginning of 2016, and prior to implementing the campaign was landing approximately 30 jobs per month. Since the campaign implementation, InstaMek doubled the mechanic job requests and hours in one month. Carto ran general awareness advertisements in Calgary, as well as the OOH integration specific advertisements. These OOH specific advertisements saw a 0.19% Click Through Rate (CTR). The majority of revenue came from the southwest area of Calgary in which the only change was the addition of the integrated marketing plan. It can be assumed that the large increase in sales noticed from September to October was from the implementation of this strategy. CONCLUSION: Carto and InstaMek both saw the campaign as very successful because of the large increase in the number of jobs ordered through the service attributed to the integrated marketing strategy. The use of Hyper advertising in the geographical area surrounding the 2 billboards located in Calgary allowed for increased interaction and brand awareness, remaining top-of-mind with consumers after they had viewed the billboard or Hyper advertisement.