Great out of home execution that was spotted by a couple of my work colleagues this morning so I decided to go for a walk and take some pictures. Its a miniature billboard fit for ants, placed close to Toronto’s Distillery district to promote Marvel’s Ant-Man movie. Curious to know what kind of GRP’s they’ll get!
On my morning walk to work I came across this suspicious looking panel on the side of a Toront shop on King street. Obviously I had to open it and here’s what was inside.
Well done Expedia.ca. You got me! I’ve seen a few other locations since, curious to know the level of engagement it got, how many people opened each panel and what areas of town worked best.
I have a love/hate relationship with OOH (out of home) advertising. Most of the time the ads are so bad it feels like its visual pollution.
On the web its easy to find hundreds of creative and impactful examples but that’s not reality. I would say 99% of out of home campaigns we see in our day-to-day routines are horrible and completely forgettable.
Using sticky-note as coupons the brand was able to simulate a before and after effect on a billboard while also providing the public with an incentive to try their product.
Being exposed to so much bad makes you really appreciate the good like this one.