RECEIPT #0021402:14 AM
SEARCH COMPLETE
DATING PROFILEACTIVE 2H AGO
NEW FOLLOW2:14 AM
LOCATION SIGNALUPDATED
TOTAL3 SIGNALS FOUND
NYC LAUNCH PLATFORMATTENTION → ATTRIBUTION → ACTION
IS HE ON
DATING
APPS?
ASK
TABS.
TABS.
IS HE ON DATING APPS? ●DID HE FOLLOW HER BACK? ●IS HE STILL ON DATING APPS? ●WHO IS HE REALLY? ●IS HE ON DATING APPS? ●DID HE FOLLOW HER BACK? ●IS HE STILL ON DATING APPS? ●WHO IS HE REALLY? ●
THE QUESTION STOPS HER.
THE RECEIPT MAKES IT REAL.
Every execution says what Tabs is, what to do, and where to go. Ask Tabs. Get the receipt. Visit KeepYourTabs.com.
01 / THE CAMPAIGN PLATFORM
ONE QUESTION.
ONE RECEIPT.
The question changes. The action never does: ASK TABS. The app returns an unmistakable itemized receipt—then every placement points to KeepYourTabs.com.
02 / THE RECEIPT
READS AS A RECEIPT.
IN ONE LOOK.
PRINTING TABS RECEIPT
PRINTER SLOT
The paper visibly emerges from hardware. It cannot be mistaken for a floating banner.
ITEMIZED SIGNALS
Monospaced rows, dot leaders, timestamps, and right-aligned statuses create instant receipt recognition.
TOTAL + BARCODE
A bold total, torn edge, barcode, and domain finish the familiar visual grammar.
03 / THE MESSAGE ARCHITECTURE
THREE JOBS.
THREE SECONDS.
HOOK
IS HE ON DATING APPS?One human question. Four to six words. Nothing competes with it.
ATTRIBUTE
ASK TABS.A repeatable answer and an orange tab shape create memory across every format.
ACT
THE RELATIONSHIP SEARCH APPThe category explains the product; KEEPYOURTABS.COM gives people one destination.
04 / CTA BY CONTEXT
DON'T PUT A QR
ON EVERYTHING.
MOVING / ROADSIDE
DID HE FOLLOW
HER BACK?ASK TABS.THE RELATIONSHIP SEARCH APPKEEPYOURTABS.COM
HER BACK?ASK TABS.THE RELATIONSHIP SEARCH APPKEEPYOURTABS.COM
REMEMBER, THEN SEARCH.
Drivers cannot safely scan. Use the question, oversized Tabs branding, the app descriptor, and one short URL.
SIDEWALK / TRANSIT
IS HE STILL ON
DATING APPS?ASK TABS.
DATING APPS?ASK TABS.
SCAN TOSEARCH HIS NAME
STOP, SCAN, OPEN.
Use a large verified QR only where there is dwell time. Keep it persistent and pair it with the URL as a fallback.
MOBILE FOLLOW-THROUGH
FINISH ON THE PHONE.
Geofence exposed corridors and reinforce the same creative on mobile, deep-linked through KEEPYOURTABS.COM to the app-store destination.
05 / THE QUESTION SYSTEM
NEW HOOK.
SAME ANSWER.
IS HE ON DATING APPS?
ASK TABS.THE RELATIONSHIP SEARCH APPKEEPYOURTABS.COM
DID HE FOLLOW HER BACK?
ASK TABS.THE RELATIONSHIP SEARCH APPKEEPYOURTABS.COM
IS HE STILL ON DATING APPS?
ASK TABS.THE RELATIONSHIP SEARCH APPKEEPYOURTABS.COM
WHO IS HE REALLY?
ASK TABS.THE RELATIONSHIP SEARCH APPKEEPYOURTABS.COM
06 / THE 3D TYPE LAB
MAKE THE WORDS
LEAVE THE WALL.
The most reliable effect is a hard printed extrusion: a black outline, repeated offset color layers, then one cast shadow. It reads as depth from a moving car without turning the headline into an illustration.
For special builds, take the same idea literally—raised vinyl, foam letters, corner wraps, or inflatable letterforms projecting beyond the media frame.
DATING
APPS?
APPS?
HARD EXTRUDE
Best all-purpose treatment. Six to twelve solid offset layers make printed letters feel physically deep.
DATING
APPS?
APPS?
RAISED VINYL
A tight highlight plus a soft cast shadow feels like dimensional truck lettering without hurting legibility.
DATING
APPS?
APPS?
INFLATED TYPE
Glossy, rounded letterforms become a photo moment for pedestrian and experiential placements.
DATING
APPS?
APPS?
FRAME BREAK
Oversized words cross the media frame or wrap a corner, creating the illusion that the message cannot be contained.
07 / TWENTY CREATIVE ROUTES
ONE PRODUCT.
TWENTY WAYS IN.
These are deliberately different creative territories—not minor variations. Each keeps the two-second discipline: one tension, one Tabs action, one memorable destination.
SHORTLIST 3 → TEST AT STREET SIZE → BUILD THE WINNER
01CORE
IS HE ON DATING APPS?
ASK TABS. GET THE RECEIPT.TABS●THE RECEIPT
Printed proof becomes the campaign icon.
02CORE
DID HE FOLLOW HER BACK?
SEARCH HIS NAME.TABS●THE FOLLOW ALERT
A giant notification lands in one glance.
03CORE
IS HE STILL ON DATING APPS?
DON’T GUESS. ASK TABS.TABS●DATING APP CHECK
An explicit question plus one green status dot lands immediately.
04CORE
HE SAID HE DELETED IT.
CHECK IF HE DID.TABS●HE SAID DELETED
The line is crossed out—then visibly returns.
05CORE
SEND THIS TO THE GROUP CHAT.
THEN SEARCH HIS NAME.TABS●THE GROUP CHAT
Social-native copy designed to be photographed.
06PRODUCT
WHO IS HE REALLY?
TYPE HIS NAME INTO TABS.TABS●SEARCH BAR
The product behavior is the entire ad.
07PRODUCT
GREEN DOT. RED FLAG?
CHECK HIS DATING APP STATUS.TABS●GREEN DOT
A familiar symbol creates instant tension.
08PRODUCT
WHAT IS HE NOT TELLING YOU?
ASK TABS.TABS●THE FILE
Redacted dossier graphics signal discovery.
09PRODUCT
BEFORE: MAYBE. AFTER: RECEIPTS.
KEEPYOURTABS.COMTABS●BEFORE / AFTER
A binary transformation shows the benefit.
10PRODUCT
CHECK THE NAME. NOT HIS PHONE.
THE RELATIONSHIP SEARCH APP.TABS●PHONE-FREE
A privacy-positive reason to use Tabs.
11SPECTACLE
YOUR ANSWER IS PRINTING.
ASK TABS. GET THE RECEIPT.TABS●THE PRINTER
A real receipt unspools from the billboard.
12SPECTACLE
TAKE A TAB. KEEP YOURS.
SEARCH HIS NAME.TABS●TEAR-OFF TABS
Street posters become useful physical objects.
13SPECTACLE
IS HE ON DATING APPS?
ASK THE TRUCK BEHIND US.TABS●TRUCK CONVOY
Three vehicles tell one moving story.
14SPECTACLE
LOOKING FOR A SIGN?
THIS IS IT. ASK TABS.TABS●THE MIRROR
Reflective vinyl pulls the street into the ad.
15SPECTACLE
DATING APPS?
ASK TABS.TABS●BREAKOUT TYPE
Extruded letters physically escape the frame.
16CONTEXT
NEXT STOP: THE TRUTH.
KEEPYOURTABS.COMTABS●NEXT STOP
Subway language makes the placement the idea.
17CONTEXT
IT’S 2:14 AM. IS HE ON DATING APPS?
ASK TABS.TABS●2:14 AM
Digital copy changes after midnight.
18CONTEXT
SOHO, WHO ARE WE CHECKING?
SEARCH HIS NAME.TABS●NEIGHBORHOOD
Every neighborhood gets its own line.
19CONTEXT
LOYAL OR STILL SWIPING?
SEARCH HIS NAME TO FIND OUT.TABS●THE LIVE POLL
A live city vote invites participation.
20CONTEXT
I ASKED TABS. IT SAID ACTIVE.
GET YOUR RECEIPT.TABS●THE TESTIMONIAL
Anonymous first-person copy feels overheard.
08 / WHAT GREAT OOH TEACHES US
BORROW THE MECHANIC.
NOT THE LOOK.
01
SPOTIFY WRAPPED
Turn personal data into culture people want to photograph.
VIEW CASE ↗02HINGE — DESIGNED TO BE DELETED
Make the brand promise a repeatable visual story, not a footer.
VIEW CASE ↗03SPECSAVERS
Let the placement itself deliver the joke or visual mistake.
VIEW CASE ↗04THE ECONOMIST LIGHTBULB
One physical interaction can turn a board into a social object.
VIEW CASE ↗05IBM SMARTER CITIES
Make the media useful: a bench, shelter, ramp—or in our case, a receipt.
VIEW CASE ↗06BANK OF AMERICA — HUMAN SPONSORSHIP
A citywide system becomes stronger when every placement carries a human story.
VIEW CASE ↗09 / WHY THIS SYSTEM
RESEARCH,
NOT DECORATION.
System1 × JCDecaux2 SEC
is the average dwell time for a static poster. Branding and meaning have to land immediately.
VIEW SOURCE ↗System1 × JCDecaux2×commercial impact is possible when OOH creates emotion and makes the brand unmistakable.
VIEW SOURCE ↗JCDecaux Moments of Truth+17%average consumer response from contextually relevant digital OOH messaging.
VIEW SOURCE ↗OAAA Creative Guidance≤7words is the working discipline: one idea, bold sans serif type, high contrast, and local context.
VIEW SOURCE ↗10 / FOUR-WEEK NYC LAUNCH
ONE PLATFORM · THREE ACTION PATHS
THE
QUESTION
Wildpostings seed the first two questions with the complete Ask Tabs lockup.
THE
FLEET
Cobalt full wraps run nightlife, campus, and commuter corridors at high frequency.
THE
HANDOFF
Street-level QR and geofenced mobile media turn recognition into app visits.
THE
PROOF
Rotate new questions, retarget exposed audiences, and measure branded search and installs.