CAMPAIGN + DESIGN
Since 2021, Antony & Mates have joined forces with VAST Billboards to craft a series of compelling brand campaigns. These campaigns have been meticulously designed to address one, or both of the following fundamental questions:
Why use billboards as a form of advertising?
Billboards offer unmatched locational targeting capabilities, making them exceptionally impactful when leveraged effectively.
Billboards remain less oversaturated compared to the ever-crowded realm of online advertising.
Why use VAST over their competitors?
VAST Billboards stand out as a family-run business, adding a personal touch that sets them apart from their competition.
Their team is highly accommodating and flexible, adapting to clients' unique needs and preferences.
VAST Billboards prides themselves on delivering high-quality digital billboards that leave a lasting impression.
In addition to addressing these core questions, our campaign concepts were crafted to strike the balance between appealing to traditional, established businesses and capturing the attention of modern, innovative businesses. They bridge the gap between the old and the new, using direct, clear messaging in a clever, creative way.
Cultivate awareness of digital billboard advertising opportunities
Appeal to both traditional & creative business owners
Emphasise the reach and local influence of billboard advertising
WE HAVE CREATED FOUR CAMPAIGNS SO FAR TO TACKLE THESE OBJECTIVES:
THIS IS A PURPLE STRAWBERRY
SMALL BUSINESS SHOUTOUTS
THIS IS A PURPLE STRAWBERRY
Memorability + Impact
The core objective of this campaign was to prove that billboards are memorable. We displayed a large purple strawberry on VAST billboards across the city with the headline: “This is a purple strawberry.” Simple, and absurd.
To amplify our message, we set up geo-targeted social media ads around the billboard locations, engaging those who had passed by. These ads featured an array of other colourful fruits and vegetables, prompting viewers to identify the unusual coloured fruit displayed on our billboards. Correct guesses entered a drawing for a month's worth of free billboard advertising.
Geo-Targeted Social Media Ad
Campaign Wrap Creative
By integrating this campaign with social media, we not only demonstrated the extensive reach and engagement potential of billboards but also underscored the impact of clear, unique messaging in making billboards memorable. The ridiculous and lighthearted nature of the idea made VAST stand out from their competitors.
As the campaign wrapped up, the billboards were updated to reiterate the message of the purple strawberries, reinforcing the fact that businesses can achieve remarkable results with effective billboard advertising. The concluding billboards reminded everyone: "Remember this purple strawberry? So did your customers."
SMALL BUSINESS SHOUTOUTS
Positioning + Philanthropy
In the wake of the COVID-19 pandemic, many small, local businesses found themselves struggling. Recognising the difficulties they were going through, we created a campaign, focused on giving back to the community.
The campaign kicked off with social media ads, encouraging people to nominate a small business that they believed deserved free advertising. We reached out to one lucky winner and quickly turned around billboards, week after week.
This campaign solidified VAST’s reputation as local supporters of small businesses, while offering the winners a glimpse of the potential of out-of-home advertising. It was a fulfilling and wholesome campaign for VAST and the wider Christchruch community.
'We are thrilled to have this opportunity to see what billboard marketing can achieve for us.'
RESPONSES FROM THE WINNERS:
'Oh my goodness, this is so exciting!'
'Thank you so much, we are super excited to have won this and for our upcoming show.'
'Wow - thank you very much.'
'Wow what incredible news, thanks so much!!'
Furthermore, this campaign illustrated the seamless integration of social media and the flexibility of digital billboards. The efficient weekly turnarounds underscored how digital billboards can swiftly adapt to the ever-changing marketing landscape.
Comparative + Locational
This campaign aimed to show the unique advantages of billboards in contrast to social media advertising. While social ads are undeniably popular for their cost-effectiveness, precise audience targeting, and detailed analytics, they do have a limitation – they only engage individuals when they are actively using their devices. This is where billboards shine; they can reach and capture the attention of customers precisely when other marketing avenues cannot, particularly when they are on the move.
The billboards featured a smartphone displaying a social media post reading: "People don't check their feed while driving... But they look at this billboard." This campaign holds a notable advantage in its versatility, as it can be executed effortlessly at any time. It serves as a simple yet enduring brand asset that effectively conveys the unique selling point of billboard advertising.
Comparative + Scale
Similar to the last campaign, this concept also draws a comparison between billboards and alternative advertising mediums. However, this time, it highlights the inherent advantage of scale. The 'Thinking Big?' campaign is about the obvious, yet overlooked: billboards are BIG! They are an impactful and unavoidable form of advertising, possessing the scale to truly command attention.
To visually emphasise this idea, we delved into the measurements and strategically showcased famously large animals – including elephants, polar bears, and giraffes – scaled accurately on VAST billboards, complete with a measurement next to it for accuracy’s sake. This simplicity proved remarkably effective, delivering a powerful and visually striking message.
In tandem with these billboards, we executed an integrated social media campaign that replicated the same animals to scale on a smartphone screen, resulting in a noticeably cropped and challenging see visual. This direct comparison brilliantly illuminated the distinctions between these advertising platforms in a clear, clever, and highly engaging manner.