Business Marketing

Dilapidated buildings being creatively used as billboards


(Business Marketing) When a building becomes a blight, it normally becomes an annoyance for a community, but marketers have flipped the script.


Turning wrecked building into something amazing

The creative agency, Jung von Matt/Elbe, representing the German DIY company, OBI, came up with an innovative way to advertise OBI’s service. Instead of handing out flyers, or taking out an advertisement online, or in a newspaper, they decided put OBI’s services to use and actually display their products in a fun, useful manner.

The creative team used the company’s DIY products to renovate a section of wrecked and ruined buildings. Each building received a fancy makeover using their products. Dull gray buildings were treated to a pop of bright color. Bright purple and blue call attention to the building. And after noticing the building, people notice the small banner stating, “renovated by OBI.” Allowing people to see how effective a small renovation, such as paint can be, while allowing OBI advertise and demonstrate their ability simultaneously.

This is not the first time advertisers have come up with something innovative to grab attention, of course. Humor and gimmicks are commonly used to grab people’s attention in advertising, but not long ago, we covered a billboard that was lit on fire to grab attention, as well as, a print ad that allowed users to change the color of a displayed phone by pressing a few buttons.

There are also several companies using the human body as an advertising platform, all in an effort to grab and hold your attention. By placing an ad on an individual, theoretically the ad will be seen by a much larger audience than if it were placed in a stationary location: especially in the case of the Japanese company placing ads on women’s thighs; people are likely to notice an ad placed somewhere that is slightly provocative. In the digital age, where everyone is connected to a mobile device and focused on the screen, rather than the world around them; it is becoming more and more important to grab people’s attention by any means necessary.


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