While most billboards are designed to display various promotional messages (that probably most of the time annoy you or you simply ignore them), some companies realize they can create billboards that might have another purpose besides advertising. For example, last year, IMB worked with Ogilvy & Mather France to create some billboards with different functions: bench, rain shelter and ramp.
While people enjoyed a break on the bench, or gladly used the shelter to hide from the rain, the billboards also maintained their natural purpose and spread the world about the company’s ‘’People for Smarter Cities” project. Through this initiative, that lasts for four years already, IBM is committed to creating solutions that help cities all over the world get smarter, in order to make life in those cities better.
The billboard campaign was initially launched in London and Paris and received great social media attention. The concept was also appreciated by the creative industry that rewarded the agency with a Cannes Grand Prix for Outdoor advertising. With such a success is no wonder that IBM has plans to take this idea to other cities around the world.
By adding a simply bend to a billboard, IMB gave advertising a new function that both made people happy and increased the brand’s visibility.
Others companies found in billboards a way to make people happy. For example HomePro who attached on the back of its signboards useful home objects to be used by poor people, or the University of Engineering and Technology from Peru who created a billboard that produces drinking water out of humid air and one that purifies the air.
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