Outdoor advertising company oOh! media has launched two new roadside campaigns with strategically placed lighting appearing to increase in luminance as the night gets darker capturing the eye of audiences, printed by Cactus Imaging.

The campaign for Jeep Australia’s new Cherokee also includes 2D extensions on either side to create mountains, illuminated stars and a backlit tent that at night shows two people inside.

The campaign for energy company Lumo follows similar lines and uses a lamp protruding from the billboard to shine a light on the ‘U’ in the “You’re the U in Lumo” copy. To further enhance the U, it was offset from the billboard and backlit.

Noel Cook, oOh!media’s chief commercial director oversaw the rollout and says the use of lighting increases audience engagement and has added to the spectacular impact of the billboards.

“Classic billboards have always been recognized as a powerful medium to get big brand impact, create awareness and communicate a key message to audiences in six seconds or less,”  Cook says. 

“The added dimension of special builds ensures the campaign creates a deeper level of engagement and amplifies the brand fame opportunity.

“Special build signs stand out, making them unmissable.” 

Cook says while digital billboards continue to gather attention, classic billboards remain a powerful advertising medium for brands to grow their positioning and drive long term memory encoding.

“The flexibility of classic billboards is limitless.  By going back to basics and using special builds on classic billboards, these brands have demonstrated how advertisers can achieve additional cut-through in a digital age."

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