It’s worth watching the latest creative billboard on Qantas Drive near Sydney International Terminal if you’re in Australia these days.
Nowadays companies have to think outside the box to come up with new advertising ideas that could capture the imagination of their target audience. Outdoor advertising is considered one of the most effective types of advertising.
Outdoor advertising or out-of-home (OOH) is an affordable way to gain high visibility to the target audience. It allows brands to communicate with consumers when they are on the go. They don’t need to buy a newspaper, magazine, watch ads on TV, or internet. People are more likely to pay attention to the content in their natural surroundings. Thus, the advertising message is easily remembered and captures the audience’s attention quickly.
Billboards, the most common form of outdoor advertising and is one of the most effective way to promote a product and build brand recognition. They are everywhere and visible to everyone. They are created to impress people with their size, colours, creative ideas. Unlike other methods of advertising they are visible 24 hours a day, 7 days a week and are never switched off.
Here is an example of unconventional billboard that has been done by GPY&R Sydney and oOh!media for LG Electronics Australia to promote its new washer.
In particular, to demonstrate the LG 15KG large capacity of a washing machine, the “Done in One” billboard was installed. You can see 71 items: 5 bed sheets, 12 bath towels, 5 tablecloths, 8 shirts, 9 t-shirts, 10 pillow cases, 9 pairs of underwear, 6 washcloths and 7 handkerchiefs to make its 12 metre by 3 metre billboard.
What impressed me is that all these items were washed in a single load in the washing machine and then were assembled on the billboard in order to create a strong product demonstration.
You can see this billboard on Qantas Drive near Sydney International Terminal, that is a strategical point of a huge number of people engagement.
I find the concept of using this product demo very effective. Consumers can see a product in action, evaluate and experience it without having to risk buying first. Product demonstration allows brands to convey the benefits and uniqueness of their products that influences consumer’s buying decisions.
Let’s have a look. Seeing is believing.