Kudos to Rethink Communications and Science World for a refreshingly creative and innovative outdoor execution.
Today, they unveiled a gold-covered billboard by the entrance to Granville Island on West 4th Avenue. The billboard uses two ounces of gold, pounded to cover 200 square feet, and is part of the advertising strategy for Science World’s summer exhibit, Treasure!
The billboard, which cost about $11,000 to build, is being watched by a security guard and will only be up for a couple of days before being put on display at Science World. It has generated strong PR through media coverage and mentions on social media.
I often find that outdoor advertising is lacking. Lacking in elements that engage passersby in delivering a message that will drive brand awareness or impact sales. Some companies are now turning to digital billboards, which I believe are conundrum from a safety standpoint; I would much rather that drivers keep their eyes on the road.
That said, this Bank of Montreal billboard ad, located near my house, caught my attention today. I think the billboard is beautiful in its simplicity, and the timing is great given the recent rise in mortgage rates. Kudos to BMO and their agency on a smart media buy.
Personally, I think it would have been great if they went a step further, by including a call to action to visit a mini website that answers some of the many questions current and future homeowners likely have.