Case Study: York Street Stunt - Leeds Billboard Cost Transparency

Case study · 6 min read · July 2026

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.

Read launch coverage →

Prolific North Results follow-up Ads of the World Creative syndication

AP News National wire

MSN Consumer reach

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

Press placements

National & trade

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.

Medium = message

Pricing proven on billboards beats any landing-page claim. The format was the evidence.

Boards spark. Content burns.

Paper comes down. Press, LinkedIn, and insight guides keep compounding after.

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

We put our prices on a billboard.

Problem

Idea

Proof

Outcome

Opaque pricing is the real barrier - not the billboards.

What the market does

What we did instead

The medium was the message.

Six weeks from idea to live.

One idea. Three audience tiers.

New Leeds OOH agency turns to OOH for its launch campaign

What the stunt actually moved.

What we’d repeat.

Medium = message

Boards spark. Content burns.

Punch the problem

See exactly what your billboard campaign will cost

We put our prices on a billboard.

Problem

Idea

Proof

Outcome

Opaque pricing is the real barrier - not the billboards.

What the market does

What we did instead

The medium was the message.

Six weeks from idea to live.

One idea. Three audience tiers.

New Leeds OOH agency turns to OOH for its launch campaign

What the stunt actually moved.

What we’d repeat.

Medium = message

Boards spark. Content burns.

Punch the problem

See exactly what your billboard campaign will cost

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