Seizing an opportunity to brand-build on a regional level, Eyeconic purchased advertising for a billboard cluster in Times Square (7th Ave. & W. 49th St.). Because Times Square is a high traffic location for pedestrians and passengers alike, advertisers compete heavily for attention. The challenge was to quickly communicate the points-of-value of the Eyeconic brand. Floods of Pantone 2171, punchy headlines, and striking product photography all played a role in commanding the attention of would-be shoppers. The brand saw a sales increase of 7% in the greater NYC market, largely attributable to a vanity URL on the billboards.