BBC – Dracula Billboard
Company – BBC
Company website – WWW.BBC.COM
The English billboard was for the New Year’s Day release of BBC’s new series, Dracula. The billboard was filled on the left side with strategically placed Stakes that are known in folklore to be one of the few ways to kill a Vampire. Each evening as darkness arrived a light that shined on the billboard caused the shadows of each stake to form into a silhouette of a vampire, Dracula himself. The unique and creative effort in the ad caused heightened attention and conversation that made the expense well worth the cost.
Ad Objectives – The ad looked to bring awareness to the new Dracula television series and did so even beyond the billboard itself through word of mouth, social media, and other television exposure that the creative nature of the ad created.
Target Market – Television watchers and anyone interested in horror film.
Call to Action – The ad caused many to come back in darkness to see the differences in the ad. No direct call to action but I am curious to know if the expected outcome of the ad was planned by the advertisers.
Value Proposition – The buzz and curiosity around the ad gave some the indication that the show itself would have similar stimulation. Watch the show and you may see something unexpected.
Orphea – Bug Trap Billboard
Ad Link – https://youtu.be/xgvXZsgr9IQ
Company – Orphea
Company website – https://orphea.it/en/products/orphea-insect-repellents/
Italian bug repellant company Orphea created a billboard that doubled as a bug trap. The Billboard had a picture of a big bug can on one side of a mostly blank canvas. The company had painted a transparent glue in the shape of the spray pattern coming from the can. Over a timeline bugs began to stick and die on the glue and forming a shaded area of the spray. The company reports they killed more than 230,000 insects.
Ad Objectives – The creative ad was meant to be a significant comparison to Orphea’s repellant capabilities. The artistic nature of the ad surely was also meant to create some buzz around the company itself.
Target Market – Dependent on location as well as timing of the ad. The company probably utilized some marketing data to make decision for Ad.
Call to Action – As ad was to make a statement there is no true call to action.
Value Proposition – Buy Orphea insect repellant and receive huge results.
TNT – We Know Drama
Ad Link – https://youtu.be/316AzLYfAzw
Company – TNT
Company website – www.tntdrama.com
Was TNT’s effort to introduce Belgium was it a commercial, a stunt, or a skit? Either way it was one of the more creative and successful campaigns around. Placing a Big stand with a bright red button in the middle of a Belgium Square daring people to push the button, TNT really brought the drama. Once the button was pushed a series of chaotic scenes play out around those people in the square. The randomness of the scenes builds up to a banner falling from a building introducing TNT. The campaign resulted in over 8 million YouTube Views and 205,000 facebook shares.
Ad Objectives – The commercial stunt was an effort to introduce TNT into a new market. The Chaos was to build the tag line for TNT…We Know Drama.
Target Market – The Belgium Country television watchers.
Call to Action – Watch the TNT network. They know drama and the network will be as exciting as this stunt.
Value Proposition – Watch the TNT network and you will be entertained.
Tyrolit – Rusting Billboard
Company – Tyrolit
Company website – www.tyrolit.com
The Austrian knife company Tyrolit installed what seemed to be a very bland billboard that just had the company name in the middle on a white backed canvas. However, over the next 30 days the billboard began to quickly rust but left the outline of a knife baring the companies name. The tag line MAKELLOS. FÜR IMMER also appeared that translates to FLAWLESS. FOREVER.
Ad Objectives – The billboard ad was meant to bring awareness to the quality of the Tyrolit products.
Target Market – The billboard was installed in Vienna’s First District to maximize exposure to various demographics and tourist.
Call to Action – Buy Tyrolit Knives as they will not rust and be flawless forever.
Value Proposition – Tyrolit has high quality products.
South of the Border
Company – South of the border
Company website – www.sobpedro.com
Anyone who ever has driven down I-95 into South Carolina knows Pedro and South of the Border all to well. As you come upon the state line and cross into South Carolina you will pass a sea of signs and advertising delight. There are more than 175 signs. Mostly on I-95 but are all through the state stretching from all boarders of Georgia to North Carolina on all highways and interstates. The signs as well as the location itself is arguably tacky but that is part of the personality of the site.
Ad Objectives – To loudly bring awareness to the South of the Boarder area.
Target Market – People of all ages and demographics traveling through South Carolina.
Call to Action – All signs and billboards urge travelers to stop along their travels.
Value Proposition – Many but mostly how Pedro and the South of the Border will be a great place to stop along your travels and it will be full of excitement.