Functional billboards

Campaigns are turning billboards into functional, interactive spaces that help consumers, rather than just advertise wares.

In a bid to help consumers escape the cold earlier this year, Heineken’s “You’re Getting Warm” campaign saw digital billboards “warm up” to reveal a misted pub window, to create the anticipation of sitting in a warm pub. For the UK campaign, the billboards served as a navigational system, set along a route that guided people to a nearby partner pub, displaying the phrase “you’re getting warmer” as they neared.

Jonathan Frohlinger, CEO of US agency Big Happy, which creates mobile and digital out of home advertising, notes that dynamic digital out of home campaigns such as Heineken’s are showing “stronger performance” than conventional billboards as they help to “‘collapse the funnel,’ acting as both a powerful awareness driver and a way to influence consumers closer to the point of sale,” Frohlinger tells VML Intelligence. He adds that “brands are seeing real lift across key conversion metrics, especially as data-driven creative makes messaging more timely and actionable.”

Among such ads that have stood out in the US, Frohlinger points to the United Airlines ads that ran atop New York taxis late last year, that showed – based on the taxi’s location - the shorter journey time to Newark Airport (where United flies from) versus JFK.

At a Glance

89%

wish that life could be simpler

At a Glance

87%

value experiences that offer a sense of connection

The sense of “helpfulness” that these ads can provide is something that consumers are seeking out from brands. According to VML Intelligence’s “Future 100: 2026” report, 87% value experiences that provide connection to themselves or to others and 89% of people globally would like life to be simpler. This sentiment is reflected in the results of the survey asked what the role of a brand should be, to “make my life simpler” was the second most popular choice, chosen by 31%, and “make the world a better place” was fourth, chosen by 28%.

Reflecting this mood, dynamic billboards are on the rise globally. In Curitiba, Brazil the Colmeia Space was set up in March in the city’s Campina do Siqueira neighborhood. An initiative from Favretto Mídia Exterior, the space brings together two LED panels showcasing advertising, set amidst a garden that houses hives of native bees, which Propmark reports is home to three Brazilian bee species, all of which are integral to for pollination and environmental balance.

And last year in Dubai, Heinz set up billboard-style vending machines which consumers could exchange unused ketchup sachets for a full bottle of Heinz ketchup. Heinz noted that according to its own survey, 54.7% of consumers described ketchup sachets accumulating in their home as “frustrating,” with the experience directly aiming to address a consumer pain point.

Unilever’s OMO repurposed outdoor billboards

Unilever’s OMO repurposed outdoor billboards

Meanwhile, to encourage children to get active, last year Unilever’s OMO laundry detergent brand staged three billboards across Turkey’s capital Istanbul, which children were invited to interact with. One saw a billboard become a football goal, another was set up next to a slide, and another showcased a basketball court, with the hoop set up on the white billboard. Alper Çapar, Unilever's head of home care marketing for Turkey, noted that the campaign created “new opportunities for children to engage and explore, reminding everyone of the importance of outdoor play.” It is reported that over 16,800 children engaged with the play installations, generating 569 hours of outdoor activity. Added to this, 90% of parents said the campaign felt personally relevant, and 88% agreed OMO was doing something no other brand would.

Looking ahead, Frohlinger at Big Happy predicts that as AI and technology evolve, such dynamic, functional billboards will leverage “forms of graphics and animations that impact the audience’s visual cortex… creating emotional engagement…and resulting in higher lift in purchase intent [and] consideration.”

Main image: Heinz Trade-Up