Billboards are a more traditional way of marketing.
With everything modernising in the industry, it is easy to look at billboards as stagnant or just the same-old same-old.
While marketers might get extra excited when it comes to social media marketing and other GenZ-approved methods, some do still see the value in a great billboard on the side of the road or in a busy area. If you do it right, billboard marketing can be magic!
We believe in giving credit where credit is due, which is why we are looking at some of the best and most innovative billboards of 2023.
Hit the breaks! Alrika Möller from media update is awarding the best billboards of 2023.
The melting billboard by ITVX
, you read that right …
In order to promote
the new natural history documentary A Year On Planet Earth
created a billboard that really captured people's attention
The billboard was an icy structure
that made its way to Liverpool Lime Street Station. As you can imagine, the ice started to melt little by little
, revealing a beautiful spring image beneath the ice
People went out of their way
to see the famous
billboard, which many called a piece of art
This marketing masterclass
shows us that you don't need to be a tech genius
or a social media wiz
to create buzz. ITVX proved this by using a captivating image of nature — and a lot of ice
With a little creativity
and a lot of imagination
, something as mundane
as a billboard became a must-see moment
that intrigued a lot of people and made them excited
about the documentary.
KFC breakfast billboard
If you drove on the highways of South Africa
in 2023, you probably
saw a KFC billboard
promoting its breakfast wraps.
One of these billboards
features a picture of the wrap along with the words Muffins Are Meh
. Yes, the billboard also states Eat Chicken For Breakfast
, but it is the muffin line that caught everyone's attention
In the world of fast food, one breakfast item reigned supreme
. This item is, of course, the Egg McMuffin
By making the statement that muffins are meh
in big, bold letters, the scarlet-red fast food chain is taking a not-so-subtle dig
at the famous McClown — without actually ever mentioning
McDonald's or the Egg McMuffin.
In marketing, you are constantly in competition
with other brands. The urge to clearly state that you are better
than your competitor is strong, but there are certain rules and regulations
against that in South Africa.
That is why marketers have to use the art of subtlety
to get their message across.
KFC proved this with its not-so-meh billboards
Barbie pink billboard
2023 really was the year of the Barbie movie!
The build-up for this film was huge
, and the marketing techniques
impressed the best of the best.
One of the most memorable marketing moments
during the film's campaign was a billboard
. The entire billboard
was covered in what can only be described as Barbie Pink
, with the premier date of the film in the right-hand corner.That's it! That is all
that was on the billboard.
You are probably asking how such a plain and simple
billboard can make it onto our list of the best billboards of 2023
Well, it's because the marketers for this film knew two things
is that this specific shade of pink has been associated with Barbie
for a very long time. Number two
is that they knew that the audience
for this film would recognise it
The marketers knew their target market so well
that a colour and a date
were enough to make images of this billboard go viral
If marketers take the time to know their audience and the relationship their audience has with their brand or product, they don't need all the bells and whistles or extra fluff to make their billboard stand out!
Billboards might be seen as traditional, but when marketers truly know what they are doing, billboards have the potential to be brilliant!
Traditional marketing methods are not talked about enough! Let us know what traditional marketing methods you want us to discuss next in the comment section below.
If you are looking for more of our favourite marketing moments of 2023, have a look at The merriest holiday campaigns of 2023.