To promote tourism in Mexico, a special pop-up neon billboard was created for a travel show in Berlin.
The billboard reminds of the stark contrast between cold and dark winters in Germany versus the warm and sunny ones that can be found in Mexico. Colorful neon lights were coated in block of ice and gradually melted in order to encourage the public to hop on a plane and "thaw out" in a sunnier place.
Over the course of five days, the billboard was rebuilt for each new day at the travel show in order to share the message all over again. Many brands and advertisers are now creating dynamic billboards that feature elements that can react to their immediate environment.
Melting Neon Billboards
This Neon Billboard Made from Ice Encourages People to Thaw Out in Mexico
Trend Themes
1. Dynamic Billboards - As more brands and advertisers look for ways to create unique brand experiences, incorporating elements that can react to their immediate environment provides an opportunity for disruptive innovation.
2. Eco-friendly Advertising - Sustainable advertising materials such as ice blocks are gaining popularity as a way to promote messages while also being environmentally mindful, and this trend is likely to grow in industries seeking to appeal to eco-conscious consumers.
3. Experiential Marketing - Integrating marketing campaigns into real-life experiences such as pop-up neon billboards creates memorable moments for consumers and highlights the potential to disrupt traditional marketing tactics.
Industry Implications
1. Advertising - As traditional advertising continues to evolve, incorporating dynamic and experiential elements can provide fresh opportunities for brands.
2. Tourism - New and creative advertising strategies like this pop-up neon billboard made from ice can entice consumers to visit new places and experience different cultures.
3. Sustainability - The use of environmentally friendly advertising materials, such as ice blocks, presents opportunities for industries across the board to appeal to eco-conscious customers.