Years ago, I was in New Delhi-in a trip with my friends. We were walking from the Rashtrapati Bhaban (Presidential Palace) towards the India Gate. I had seen the pictures of the India Gate before, and the building from 2 km distance was looking exactly the way it looked in the pictures. So as you can imagine, I was of the impression that I wasn’t going to see something overwhelming.
Yet when we reached that place, I got absolutely awestruck by that monument. That 138 feet monument looked so much more impressive than the pictures suggested. And that was mainly because of its sheer size. I didn’t expect it to be so big! And only the size of it made my experience an unforgettable one.
Similarly, in Kuala Lumpur, wherever you go, you’ll be able to see the Twin Tower. Yet only when you get close to it, you’ll get the true humbling feeling the giant structure has on its visitors.
Because size matters, especially when it comes to capturing onlookers’ attentions.
And that is exactly why, it is very important to use “size” cleverly in outdoor ads, Experiential Marketing and consumer activations.
Size matters in Experiential Marketing:
- Identify a key object that is connected with your product/ promotion
- Identify the usual and commonly accepted size of that
- Either increase the size or decrease the size significantly
- Use that object as the key element in your activation / experiential marketing campaign
We, human beings, are used to see and accept things in a way that is predefined by our experience. Each of us has an image, which is formed through experience, of commonplace objects in our minds. When we see that commonplace object in everyday life and our mind kind of ignores it. However, if any form of the object doesn’t match with that perceived image, our mind takes notice. It is the extraordinary that stands out in the crowd. And an easy way of transforming a seemingly ordinary object into an extraordinary one is altering the size of it.
That is why when we see the Eiffel Tower , we stop. When we reach the Taj Mahal, we stand in awe. And when we find a 4 feet tall Angry Bird flying over the streets of Barcelona, we get interested and ask what it is about.
What is so unique about this activation? Effectively the same thing that happens here happens in the angry bird game; but not in such a large-scale. Just the scale of it makes the activation unforgettable.
Because size matters.
Example of ” Size Matters” Activations:
In Bangladesh, Berger Paints Bangladesh Ltd. is the market leader in Paint and Coatings market. The company, over the years, has associated itself with the culture and festivities of the country. One integral part of Bangladeshi culture is Painting Alpona (Street Paint) during the first day of Bengali New Year. Berger has been doing that for years now. Yet, the biggest boost it got in regard to this activity was when they took it to the next level. Usually, Alpona takes around 500-5000 sq ft area and is done by a handful of people. Berger and its partners have expanded that area to 2,60,000 sq ft ( close to 1.5 kilometer in length) and allowed everyone nearby to take part. The result was an astounding street art which involved close to 15,000 people.
How does Berger benefit from this? Firstly, the Alpona was done on a very busy street through which thousands of cars pass by every day. If the paint on that road can withstand the abrasion caused by thousands of rough tyres for a month, it should stay on walls ( which face little to no abrasion) for years. So this work shows how durable Berger’s product is. In addition, the event also connects happiness and paint coatings in a memorable way. Berger reached its intended target as public interest for this activation was really high. Just in social media, the image of the final work reached close to 3 million people in just 3 days. Hundreds of thousands of people expressed their positive reaction to the work. And it became possible because the activation hit all the right chords:
- Identify a key object that is connected with your product/ promotion :
- Key Object : Alpona
- Alpona is done using Paints, the key product of Berger.
- Identify the usual and commonly accepted size of that : 500 to 5000 sq ft.
- Either increase the size or decrease the size significantly: Increase the size of the area to 2,60,000 sq. ft.
- Use that object as the key element in your activation / experiential marketing campaign: The event focused primarily on Painting Alpona on the streets.
Examples of ” Size Matters ” in Outdoor Branding:
- Identify a key object that is connected with your product/ promotion : Quick Drying Nail Polish
- Identify the usual and commonly accepted size of that : Usual Size of the sculpture is close to 6 inches
- Either increase the size or decrease the size significantly: The outdoor model is around 6 feet tall
- Use that object as the key element in your activation / experiential marketing campaign: Placed the object in consumer touch points
Size Matters in outdoor advertising and consumer activations. In the end, it’s about attracting consumers’ attention. That becomes easier when something unexpectedly larger/ smaller is presented to them.