RP3 started working with QPR Roadshop, a full line of pavement repair products available at Lowe’s, last winter.

They we’re seeking a partner with strong media planning credentials to craft an aggressive outdoor and radio buy throughout the Northeast. But like potholes in springtime, opportunities to do more just kept popping up.

Next, they needed a big creative idea that could work across every touch point. We gave them a monster. Then we brought the monster to life in this engaging microsite. Click image to launch.

So far, results have been encouraging. In markets with where the campaign has been running, sales have increased by as much as 20% versus unsupported markets. Soon, we hope to unleash the monster in-store. And if all goes well, we’ll be celebrating National Pothole Month next year and dispatching road crews to fix potholes reported by twittering motorists everywhere. Who knows, maybe the monster will even get his own sitcom?