New Year’s Resolutions, New York StyleThe New York City OOH transit takeover.


To sustain growth and delivery speeds, Amazon created a truly unique program designed to help entrepreneurs start their own logistics business and share the task of delivery. While most advertising asks you to spend money, ours asks you to invest in your future and become a Delivery Service Partner (DSP) with Amazon’s backing. For this campaign, Drumroll was asked to help recruit DSP owners in one of the most advertising-saturated places in the country – New York City.

Core Capabilities

  • Strategy and planning
  • B2B campaign development
  • 3D rendering and animation
  • Branded content creation

How it started:

With a NYC’s delivery demand constantly increasing, Amazon engaged Drumroll to help build a localized out-of-home campaign that would target commuters traveling through three major transit hubs – Grand Central Station, Penn Station and The World Trade Center. With a goal of increasing awareness and driving applications, we wanted New Yorkers to take a leap of faith and discover the freedom that comes from running their own business.

What we did:

We developed a campaign that used bold headlines and streamlined layouts to challenge New Yorkers to make a change that would last longer than a New York minute. Our core idea was rooted in transforming the short-lived commitment of a New Year’s resolution to one worthy of the Big Apple’s reputation.


Our takeover of Penn Station, the World Trade Center and Grand Central Station drove an increase in website traffic and applications to become a DSP owner, which led to this campaign becoming a model for expansion across other markets in need of localized recruitment.

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