Reinvention is pretty much the mother of all things. That’s especially true in advertising. In the digital age of tablets and DVRs, companies are finding new ways to make traditional media relevant again. Take billboards for example.
Digital, interactive billboards have been popping up throughout major cities around the world. Not only are they capturing attention, they are resonating with and being retained by thousands of passersby.
Loaded with proprietary surveillance technology, a British Airways billboard by Ogilvy pinpoints their planes flying over to illustrate just how many destinations they service. Simple. Captivating. And it leaves people with an impression. Making them think “the next time I need to go somewhere, I’m confident British Airways goes there.”
But the real proof is in the numbers. For example, the Lynx Excite angel ambush garnered some 300,000 firsthand interactions, 250,000 Facebook likes, 1.2 million YouTube views, and increased sales of their cosmetics by 18%.
But billboards don’t have to be digital to be interactive and get serious results. In Thailand, HomePro and BBDO Bangkok noticed that many underprivileged people turn discarded billboards into walls for their homes. So, the company decided to make their billboards do more after their promotion ended.
By printing on the other side and adding helpful fixtures like shelves and lights, HomePro expanded the life of their ads and helped people improve their homes. It didn’t matter whether or the people they helped were current customers, the effort resonated well beyond those directly impacted.
Genuine interactivity stems from a fundamental understanding of people. No matter if the effort is at the digital epicenter of Times Square or in the struggling communities of Thailand, connecting with people propels interaction and leaves impressions long after the billboards come down.