Despite the growth of mobile and web advertising, traditional methods such as billboards are still being used. Billboards are great because of their location and reach, but how many of them have just become the same old, boring advertisement? They have become billboreds! If companies aren’t trying to be creative or interesting in their approach to billboard advertising nowadays, their effectiveness is low.
In comes the Ford Motor Company advertising their 2010 Mustang.
The text on the bottom right reads:
“This billboard was showcased in Detroit, MI at the Woodward Dream Cruise, the world’s largest one-day automotive event. A smoke machine was installed behind the board, and every few minutes the rear wheel would spin, spewing smoke for the ultimate one-minute burnout.”
Not only does this billboard hit a lot of eyes, but it hits a lot of specific eyes, eyes that LOVE cars.
Additionally, the ad agency, Team Detroit, brought this traditional advertising method to a new level. Sure it’s not the first time someone got creative with a billboard, far from it, but they definitely did something interesting. Therein lies the point; interesting ads of any form have greater success in capturing attention because they are different. Differentiation leads to increased memory of the ad and increased word of mouth.
As great as this is, it could have been better. Of those who have commented on this at AdsoftheWorld.com, a few have mentioned that the smoke is just not enough. They needed to include sound! How much better would this have been if not only did everyone see the smoke from the burnout, but got to hear the deep, powerful sound of 315 horsepower V-8 engine. It’s not a secret that one of the attractive features of a Ford Mustang is its beastly roar. I have never witnessed a sound-emitting billboard, but this would have been a good one.
Another way to grasp people’s attention and hold onto it by latching into their memory is through the sense of smell. Would it have been possible, or too much, to expel the scent of burning rubber along with the smoke?
Despite not reaching potential, this was still an exceptional billboard. What do you think?
Update on June 8th: Here is a video of the billboard in action!