The Billboard That Asks: Are You Brainy?
The Billboard That Asks: Are You Brainy?
This billboard in Britain has a light bulb that lights up when a pedestrian walks under it. The idea is that the person is smart enough to read The Economist, a leading, deep-thinker’s newspaper.
The billboard appeals to people because it is active, and interactive, drawing them into the ad itself. It also appeals to the elitist in a person. The subtle message is that only deep
thinkers get the important ideas that The Economist writes about.
Consumers as Part of the Ad
New technology makes interactive billboards possible. This one uses sensors at the base of the light bulb that track when a pedestrian is walking beneath it, which in turn triggers the light bulb.
Though the pedestrian may not be aware of what is going on over his head, drivers and walkers farther away notice the billboard glowing on and off during the day and night.
More and more interactive billboards are in use because they draw in the consumer. When you make a person part of the ad, it grabs their attention and gets them to remember your message.
Captivating, but for How Long?
People are constantly bombarded with more and more ads.
Studies have shown that a consumer needs to see a billboard at least seven times before they start to remember the message.
Even if they see a billboard seven times, or seventy times, it doesn’t mean they will be influenced by it, that they will purchase the product. With so many online ads, television ads, print ads and outdoor ads, consumers are on overwhelm. The result is that their brains simply filter out the message and the brand.
That’s where interactive billboards show their worth. The consumer, in effect, becomes one with the product. This hits their brain in a new way, overriding the filtering. These billboards are still new enough to capture their attention and inspire a reaction.
But how long will it be before consumers start filtering out these engaging, stimulating interactive billboards?
Britain, the Home of Interactive Billboards
The United Kingdom, and London particularly, has become the center of these experimental and creative billboards. Four that have captured the attention of passersby in recent years include:
- Lookup by British Airways, which shows a child tracking, in real time, the path of one of their planes as it passes overhead.
- Domestic Abuse billboard that tells passersby to use their cellphone to yank a screaming man from billboard to billboard across Euston rail station in downtown London.
- In Victoria Station in London, a holographic angel descends from heaven and lands next to people looking at it. They can interact with her however they want. The billboard advertises Lynx Excite Angel Ambush.
- Another one advertises Jameson Whisky, with a billboard that talks directly to passersby.
The Economist is smart to appeal interactively to prospective readers. Are the potential customers too smart to take heed of one more advertisement bombarding them?