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Advertisers promoting brands are well aware of such a construction of outdoor advertising as a firewall http://outdoor.adv-sonata.com/catalog/brandmauer/ - a huge advertising canvas, hung on the walls of residential high-rise buildings and the facades of city infrastructure facilities. The format surpasses all other designs not only in size. The highest quality of visualization of the advertising idea, the great height from which the advertisement looks at the whole neighborhood, make an irresistible impression on the observers.
Functional firewalls
Despite the outstanding performance of advertising firewalls, the mass audience sooner or later gets bored of even this format. Since each of the available walls is rented for at least 3 months, during this time any, even the most expressive, image is flashed to the public so much that it will cease to be noticed. In this context, the experience of marketers and designers of the German trade network OBI, which sells materials for the repair of premises and construction tools, is very interesting.
The creators of the project successfully developed the idea of an advertising firewall, using the facades of old shabby walls to demonstrate the possibilities of a craftsman who decided to renovate his apartment or house. Houses were chosen in different parts of the city, the appearance of which, to put it mildly, raised questions from passers-by. Then some part of the facade was put in order with the help of paints and building materials, sold through the advertising customer's network. Under the repaired section of the wall was placed a modest signature "Reconstructed by OBI".
The grandiose effect was achieved due to the striking contrast of the renovated part of the facade against the background of the rest of the surface, which is clearly in need of renovation. Any passer-by or car driver passing by the house immediately understands what results can be achieved by applying a little effort and using the materials of the OBI trade network.
Paint the city!
The Dutch company AkzoNobel, which produces paints, went even further, not limiting itself to separate sections of the facades of ugly buildings. The corporation undertook to paint the facades of the whole city in colorful colors. The unfortunate Belgian city of Charleroi, which was previously awarded both the title of the ugliest city in the world, decided to get rid of this stigma by agreeing to the proposal of a paint manufacturer, which decided to promote its products by transforming the nondescript country atmosphere.
6 strategic locations throughout the city were chosen, and each place had its own special flavor. A large brand gladly invested funds in the coloring of the city, legitimately expecting that this would cause a surge of interest in the manufactured product.
