Could Some of the Most Memorable OOH Executions be Counterproductive to Brands?

11th Screen | The Interactive Out-of-Home Blog

I’ve passed this tire many times over the past few months. Every time I pass it, I wonder what it signifies. So, finally on Friday, as I was passing by it again, I had a conversation with a friend who is also a local. It uncovered something interesting as it relates to the ‘experience’ of anything-out-of-home. Can the experience – in this case, the unique execution – actually be counterproductive to a brand? Here’s the conversation that leads me to question:

Mike: “What is that?”

Friend: “A big tire.”

Mike: “Right. But what does it signify?”

Friend: “I don’t know.”

Mike: “Is Uniroyal’s factory there or something?”

Friend: “No. I don’t think so. I think it’s just a billboard.”

Mike: “Hmm.”

Friend: “One of those crazy billboards.”

Mike: “Yeah.”

This is the first time, after months of passing it, I ever thought of the notion that it was an advertisement (more than a landmark). I carried on.

Mike: “I guess the problem with that is – I don’t ever remember Uniroyal.”

Friend: “Oh, yeah, you forget that part. It’s just the big tire.”

It’s just the big tire. I wonder what Uniroyal would say about that. If it is, in fact, a billboard, it’s the thing that is the most memorable. Not the brand who is bringing the thing to you.

So, this makes me wonder about big, awesome, whiz-bang things that catch our eye – and even make us stop and engage – when we’re outside of the home, captive or not. Could be that those big, awesome whiz-bang things are so big, awesome and whiz-bang that the brand either gets lost or forgotten, or even worse – not associated with the thing altogether.

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