Innovation That Matters

Billboards give away free love

Fashion & Beauty

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. 😉 Spotted by: Florian Mayrhofer



Download PDF