In the world of advertising – grabbing attention is key

To achieve this, brands increasingly rely on extreme advertising media that stand out with their scale, unique placement, and spectacular execution. Advertisements on skyscrapers have become symbols of innovation. How can you create campaigns that inspire awe? Here’s an analysis of this trend, along with examples that set the standard.

Skyscraper Advertising: A New Dimension of Exposure

Skyscrapers are some of the most striking advertising platforms. Their impressive size and visibility in urban landscapes make them ideal for campaigns aimed at a broad audience.

Examples of Creative Campaigns:

Samsung on the Burj Khalifa (Dubai)

Samsung made history in out-of-home (OOH) advertising with its campaign promoting Galaxy smartphones. It used the façade of the world’s tallest building, the Burj Khalifa, as a giant screen to showcase a spectacular light show.

• What did it look like?
  Dynamic animations displayed on the skyscraper’s façade highlighted key smartphone features, such as its incredible camera, speed, and innovative technology. The effect was amplified by the precise synchronization of lights and music.
• Campaign results:
  The show attracted the attention of millions of Dubai residents and tourists, with recordings of the event going viral on social media. The campaign not only showcased Samsung’s technology but also reinforced the brand’s luxurious image.

Coca-Cola on Times Square (New York)

Times Square is one of the most iconic landmarks in the world of advertising. Coca-Cola, a pioneer in innovative campaigns, leveraged this location to create the first-ever 3D moving LED billboard.

• What did it look like?
  The billboard consisted of dozens of independent LED panels that formed 3D moving elements. In real time, the panels changed shape, synchronizing with dynamic advertising animations. The effect of Coca-Cola’s moving logo was breathtaking.
• Campaign results:
  Coca-Cola’s Times Square billboard was praised for its innovation and technological precision. The campaign drew attention to interactivity and the future of OOH advertising, encouraging viewers to photograph and share the content online.

“Halo tu Polsat” on Warsaw Spire (Warsaw)

The Warsaw Spire, one of the tallest buildings in Poland, serves as a unique advertising platform, offering brands the opportunity to execute campaigns of world-class quality. Located in the heart of business-centric Warsaw, this skyscraper provides a prestigious space for visual communication.

• What did it look like?
  The Warsaw Spire’s façade became a giant advertising medium showcasing visuals promoting the “Halo tu Polsat” program. The program’s logo and dynamic animations were designed to reflect the joyful and energetic atmosphere of the new morning show. The synchronization of lights and visual effects created a spectacle that captured attention, emphasizing the campaign’s prestige and modernity.
• Campaign results:
  This campaign was the highlight of the promotional efforts for the premiere of “Halo tu Polsat.” The unique location and advanced illumination technology elevated the program’s image, effectively building interest in the new format and highlighting its innovative and dynamic character.

The Warsaw Spire has become a symbol of modernity and innovation in Polish advertising. With its location and technology, it draws the attention of both the local community and tourists, offering brands a prestigious way to communicate their message.

How to Create Effective Skyscraper Advertising?

Advertising on skyscrapers requires a thoughtful approach to fully leverage the potential of these monumental platforms. Here are some key tips:

1. Utilize Light and Motion
   Dynamic light animations and moving elements are extremely effective at grabbing attention, both day and night. LED and mapping technologies enable the creation of visual effects that are not only spectacular but also memorable.
2. Keep It Minimal
   The height and monumental scale of skyscrapers demand clear, simple messages. Short slogans, logos, or bold visuals work far better than complex content, which can be difficult to read from a distance.
3. Leverage Local Context
   Campaigns that reference the specific location of the skyscraper are better received by the community. This could include nods to local history, culture, or current events, fostering a connection with the audience and increasing engagement.
4. Combine with Other Promotional Efforts
   Enhance skyscraper advertising with additional activities, such as product sampling near the building. This way, audiences not only see the ad but also experience the product or service directly, boosting the campaign’s effectiveness.

By incorporating these elements, you can create a campaign that not only impresses visually but also effectively reaches a wide audience.

Conclusion

These three examples demonstrate how using extreme advertising platforms can strengthen a brand’s image and boost its visibility. Whether in Dubai, New York, or Warsaw, creativity and innovation are key to success in out-of-home advertising.

If you want your brand to achieve exceptional visibility and prestige, advertising on the Warsaw Spire is an excellent choice. With our expertise and experience, we’ll help you execute a campaign that will captivate your audience and enhance your brand’s image. Contact us to discuss details and elevate your marketing communication to the next level!

By choosing to collaborate with BE Media, you gain access to exclusive advertising spaces. Take advantage of our free quote and consultation to discover all we have to offer.