Just when we thought we have seen the best of creativity in outdoor advertising, Carlsberg’s new advert campaign would like to serve you some outdoor advertising with a bit more kick.
The Danish brewer, unveiled its beer dispensing billboard, courtesy of ad agency Fold7 and design company Mission Media, at The Old Truman Brewery on Brick Lane in London. The billboard had the following caption as its headline, “Probably the best poster in the world.” The brand was on hand to monitor the drinkers, making sure no one was under 18.
The campaign got people talking so much that someone posted this joke on twitter “”Honey, I had a tough day. I’m meeting the lads down at the billboard for a pint. #Carlsberg”
According to the senior brand manager at Carlsberg, UK Dharmesh Rana, “We want to get the Carlsberg brand in front of as many beer drinkers as possible. To do this, we have to think differently with our approach and can’t just rely on great TV advertising.”
The fact that brand managers are beginning to look past the challenges of outdoor and embrace its immense ability to create an indelible interaction and engagement between a brand and its audience is quite impressive.
Outdoor advertising does more than ‘advertise’ your products. It speaks to your audience when they are out of their homes or offices, reminding them of your brand offerings and uniqueness. People are beginning to spend less time at home and more time outdoors, what better way to reach them than through out-of-home advertising.
The versatility of Out-of-Home advertising, as exemplified by Carlsberg and its merger with digital and mobile devices only tells of vast efficacy of this advert medium.