The use of illuminated special builds on large format roadside out-of-home sites can add extra focus to key elements of a poster during the long winter evenings. Cycle 23 has seen 2 excellent examples of how this technique can make a campaign stand out from the crowd…
- Audi scores a touchdown with stunning illuminated special builds
Bespoke illuminated special builds that swoop down from outside the frame of the billboards are currently on display on a JCDecaux 240 sheet and Platinum Square in Dublin to announce the launch of the all new Audi TT in Ireland.
Speaking about the innovation Áine Smyth, Marketing and Communications Manager for Audi Ireland, said "the launch of the all new Audi TT is the most anticipated car launch of 2014 so Audi Ireland wanted to create something unique. With the use of custom made lighting and bold 3D artwork, Audi created a unique outdoor piece that has enormous impact and reflects what the innovative and impressive Audi TT is all about."
Audi also ran on national 96 sheets to announce the launch. The campaign was planned by Kinetic and Mediacom in conjunction with Eclipse Media.
- BMW reveals an exciting new feature of the Mini
A mechanical special build was installed on a 48 sheet in Dundrum with spotlights focused on the board to create an enticing tease & reveal campaign for Mini. The curtains open and close to showcase the car and reveal the new feature…Mini is now a 5 door.
This campaign was planned by Source OOH and Vizeum in conjunction with Delite.
