I was advised to read aloud messages on Posters, Hoardings and Billboards, whenever and wherever I saw them. This was part of my speech therapy exercises recommended way back in 1989. There is no denying that the exercise did help me to a reasonable extent and till date whenever I see a big billboard or a poster I do tend to announce the matter on them loud and clear. While travelling on long routes by road on highways I keep searching for such billboards. It has become a habit of sorts for me. However, Billboards are a fascinating and powerful medium of advertising and if prepared well can be extremely effective in brand building.
The challenges too with Billboard advertising are galore. Since billboards are placed on busy main roads and highways, people are generally travelling and therefore there are just a few seconds ( and sometimes even a fraction of that ) when the billboard is seen before being passed. The challenge is to capture the attention of the onlooker, hold it for a few seconds and convey a pointed message in just a few words. To sum it up, the advertiser has to tell a story in an utterly brief manner, which should be both appealing and vividly interesting. Billboard advertising is therefore not only enthralling but thought provoking and sometimes even outright rib tickling and humorous. I have a few favourites of my own which I wish to share.
1. The Economist.- United Kingdom
The British weekly focusing on international business news and current affairs and read across the world came up with a thought provoking billboard Ad.
The Billboard had a large bulb coming out of the board and the moment someone passed beneath it, the bulb got illuminated, suggesting that anyone who read The Economist had great ideas coming to his mind. The Ad got appreciation all over. There was no written matter on the board except the bulb. Still the message was sharp and direct and it captured the attention of both the passive onlookers who saw the illuminated bulb from a distance and the active passersby who walked beneath the bulb. The Ad connected with everyone around.
2. Oldtimer – Austria
Oldtimer the Austrian chain of Highways and Motorways Restaurants came up with something spectacular. The apprehension that drivers might miss the billboards on the side of the road was laid to rest by a brilliant piece of creativity. Instead of a billboard on the side of the road, they created one right at the entrance of a tunnel in Austria.
The message was well placed too. ‘All you can eat ‘ related to the fact that they had an ample menu at their restaurants for all to eat, which could be compared to the woman’s open mouth consuming all vehicles going through it. ‘ Rest Stop ‘, indicating taking a breather and relaxing at their restaurants from driving . The message again was full of purpose and engaged extremely well with the traffic which was going through the tunnel. The unusual style of the Ad too was extremely absorbing .
3. Panasonic – Indonesia
Panasonic launched its Nose Hair Trimmer with a mighty ingenious Billboard Ad in Indonesia. The billboard was placed on an electrical pole in such a manner that the wires attached to the pole appeared to be coming out of the nostrils of a man.
The Ad was humorously comical and encapsulating the use of the product at the same time. The onlookers were fascinated by this amazing piece of creativity which helped both the product and the brand to connect with its targeted consumer.
4. Amul – The Indian Billboard powerhouse
If there is any Billboard which could be the most witty, hilarious, pointed, appealing, truthful and astonishingly creative over several decades then it has to be the Billboard of Amul. The Ads of Amul are a reflection of the present times with a strong message enveloped in it, with unmatched humour and satire. An Indian treasure and my favourite as ever.
To conclude it has to be said that Billboards are a very strong medium for advertising, bonding with customers and brand building and there are several examples of them across the world. Another aspect of Billboard advertising is the fact that they are still cheaper to electronic media campaigns and in many ways equally effective.
Life’s a Billboard too…let’s make it captivating.