How do you promote a new outdoor insect spray, Orphea, on a billboard in Milan? This clever effort turned the portion of the corresponding to the “spray” from a pictured can into a giant piece of fly paper. Over a period of days, the sticky trap captured hundreds of thousands of real insects. Watch the video: […]
Billboards might seem like old-school media to many, but Neuromarketing readers know that occasionally creative advertisers find a way to transform the medium into something different. Here are a couple of very different examples… […]
While many forms of advertising employ sound as part of their sensory mix, one intriguing approach provides a way to surprise listeners with what seems to be a personal auditory experience. One fascinating example is the billboard erected a couple of years ago for the A&E series, Paranormal State. As pedestrians approached the billboard, they heard a voice whispering, seemingly in their ear. This is certainly a suitably creepy approach for a show about ghosts. […]
Billboards can be an effective medium, but tend to be very low in viewer engagement. Most outdoor advertising is designed to be viewed in a second or less as motorists whiz by. Here’s an example of how one advertiser turned that idea upside-down to create a fully interactive billboard: […]
After I finished my last post, Puzzling Billboards, I ran across what might be an even better example of a billboard that cleverly invokes the “aha!” phenomenon and possibly the neuromarketing reward mechanism I described in Marketing to the Infovore. While I didn’t have my camera handy as I zoomed by it, the concept of the billboard was simple enough to reproduce here: […]
In past posts like Puzzles Boost Brand Recognition and Marketing to the Infovore, I discussed how letting a viewer solve a little puzzle might provide a little reward in the brain and help the viewer remember the product or the brand. My post about Schick’s shrubbery trimmer got me thinking about puzzle marketing again, and brought to mind what would seem to be the most unlikely venue for confronting a customer with a puzzle: billboards.
The classic advice for billboard design is to keep it minimal. As drivers flash by in their cars, they don’t have time to read text, and, of course, the more text you put on the billboard the smaller the type size must be. The idea of incorporating enough of a puzzle to produce any kind of “aha!” reaction seems outlandish. But is it? Check out these billboards I spotted in Indiana recently: […]