Billboards are one of the classic elements of advertising in public spaces, with a centuries-old existence and therefore a very long history. As with other advertising formats that are positioned in public spaces, its pull has fallen in recent times because, on the one hand, consumers are surrounded by many other stimuli and, on the other, because the time of the mobile screen has stolen our attention to the environment. Public transport Kuwait Phone Number List stops are a great example: before we looked at the messages that surrounded us and the announcements that were in our environment, now we simply look at the screens of our mobiles.To continue connecting with audiences, therefore, billboards not only have to convey a message, but they have to be more and more creative and more eye-catching.In recent years, campaigns have tried to become experiential and interactive elements, to play with creativity to attract attention in a remarkable way or even to cross borders in what is advertising and what is not. For example, luxury brands have begun to use guerilla marketing and turn their outdoor advertising into works of street art .

They don’t put up billboards, they promote graffiti.At the same time, companies have understood that billboards and the need to make them creative can also sell their commitment to the environment. Outdoor advertising is thus a showcase for their commitment.The last of these campaigns featured McDonald’s in Sweden. Designed by an agency in the Nordic country, the campaign turned its billboards into safe spaces for bees during the summer, in “hotels for bees”, as they pointed out in an American media.The fences were interactive panels that functioned as spaces in which bees and other insects could settle (and which can now be adapted by their restaurants in the country). The panel recalled that they were always open, a game between what they offered to the bees and their 24-hour restaurants.

It is not the first billboard that transmits a message or that seeks to raise awareness about an environmental problem. A few years ago, a billboard for the University of Engineering and Technology in Lima already went viral because it functioned as a water filtering system. It served to transmit the power of studying engineering, but also to raise awareness about the water crisis.Others merged with the environment, such as a Corona campaign in which its fence allowed a surfer to navigate on a wave of garbage (to raise awareness about plastic in the sea) or an IBM campaign that tried to remind citizens to be better , making your outdoor ads have “purpose” (for example, being a bench or a ramp to save stairs).

On all these occasions, billboards are working as ambassadors for the product and brand they want to sell, but they do it in a different and more memorable way. Consumers receive key information and also pay more attention to what they are seeing. Since the messages are striking and different, the fence in question is not lost in the midst of all the everyday noise, but stands out. It is a creative and eye-catching ad and the consumer pays attention to it.The one that also has values ​​and transmits something that goes beyond the brand has an even more positive impact. On the one hand, it makes the ad more memorable and the brand enhances its recall. On the other, it establishes that idea that the company is committed to the environment and society.

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