We've written about billboards that whisper and billboards that even talk back, but not until recently had we heard of billboards that give out free love. Sure enough, though, the outdoor outfitters at Austrian Northland Professional recently kicked off a campaign through which billboards give away free merchandise.
Beginning early this month, Northland has been affixing samples of its caps, gloves and scarves on roughly 50 billboards throughout the city of Graz. About 20 items are attached to each eye-catching billboard—for a total of about 1,000 in all—and the effort is repeated every other day. A video on the company's site shows consumers going to considerable lengths to get the items down. The EUR 35,000 campaign will run through the end of November, Northland says.
Besides free love, of course, Northland's concept also gives the lucky passers-by who snag a free accessory the chance to try it out and tell everyone they know how it came to be theirs. Free love is always a winner all around, but when you add some tryvertising and status stories to the mix? That's a combination few consumers will be able to resist. ;-)
Website: www.northland-pro.com
Contact: www.northland-pro.com/home/kontaktform.en.php
Spotted by: Florian Mayrhofer
Great example of making it real. Kudos.
I have sent am email to the Northland website detailing an idea that sprang to mind after seeing this article. I have included it below. I also had an idea based on your wording for this article. In the more "accepting" countries perhaps you could attach different types / brands etc of condoms to the billboard advertising free "safe sex" love.
Have seen your \"tryvertising\" billboards with items of clothing stuck to them. Have had an idea you could use. Have a few lifesize people on the billboard and attach your clothing over their forms to give the indication they are wearing the clothes. Passersby would then undress the billboard to try the clothing. I am unsure on the legalities in your country but I am pretty sure you dont want the figures under the clothing to be naked. Perhaps the figures can be \"dressed\" in underwear printed on with a catchy phrase indicating your brand of product and the fact that someone has undressed the figures to get the clothes. If you show the figures from the shins up you would not need to use footwear which can be quite expensive.
What an original idea! This is how business should think... great example of creative marketing and community giving.
Maybe they partner with an underwear or lingerie company and when they remove the clothes, it becomes the lingerie ad! 2 for thew price of one.
Making meaning with memories, what a great idea. Having people experience your value and differentiation is wonderful. The bigger the experience the bigger the story and word of mouth marketing. What about a billborad that asks you to bring old clothes to put on the billboard to later be given to the needy. A giving billboard instead of a taking billboard.
great sample marketing technique..good show:)