2013: Year of the Snake
January 28, 2013
The Durden FAMOUS TEAM wanted to come out of the gate running in 2013! How could we get some attention on our digital billboards with self-promotional ads? We made it our personal goal to create content that would make drivers cringe, laugh, cry, sigh and give tribute.
Behold the Durden Outdoor homage to the Chinese YEAR OF THE SNAKE, 2013. The basis was to use a TEASER and ANSWER ad in a creative way to show how well our medium works with a unique message. “What if we used a super tight crop of a snake’s face so the driver could get eerily intimate with the graphic,” says Bill Durden Creative Director at Durden Outdoor Displays, Inc. “Sometimes you have to show potential clients how strong a simple message can be on a billboard.”
The teaser self promo simply said “2013 – THE YEAR OF THE SNAKE” with a huge bright green python’s face on the board. The ad played for almost three weeks on the entire DURDEN DIGITAL NETWORK in Dothan, Enterprise, Eufaula, and Ozark, Alabama.
The verdict? Billboards definitely work! The traffic department at our company was filled with calls and emails about the “snake ad” playing on our Digital Network. We had originally planned on playing the teaser for a full 4 weeks. However, because of so many audience inquiries, we decided to go ahead and release the answer one week earlier.
Today, we released the answer to the teaser which had an over lay on top of the snakes face saying “FAMOUS RULE #2 – Simple Ads Work”.
Fact: Uncluttered billboards achieve greater success. We preach this over and over at Durden Outdoor Displays, Inc. because we know that it will work for any company. Your audience is zipping by at 45+ miles per hour and they only have about 6 seconds to notice, become engaged and process you message. Don’t make it difficult to reach your consumer by cramming your billboard with too much content.