Oct 24 2017

How to Create an Effective Billboard Ad Campaign

For all the Chick-Fil-A fans out there, have you ever looked twice to see what are the 3-D cows doing on a chicken chain’s billboard ad? Though some of you might’ve been confused, the ad itself has been successful for more than 20 years.


The ad campaign was created by The Richards Group back in 1995. The advertising agency created the first ever 3-D billboard sign for Chick-Fil-A, their client at the time. The ad is successful in the way that it’s simple, funny, attractive, and effective. The Richard Groups took the previous “Don’t Have a Cow” campaign idea and transformed it into something even catchier. Cows don’t want us to eat cows. Thus, the idea of 3-D cows painting “Eat Mor Chikin” was born. It’s astonishing to see the ad is still relevant and effective after many years. The Richards Group and Chick-Fil-A demonstrated the power of branding through billboard ads.


Earlier this year, pedestrians of the Los Angeles and New York areas encountered several mysterious billboards that say “Netflix is a Joke.” Though this ad seems insulting, it did not come from someone who despises Netflix. In fact, Netflix created this ad in house. “Netflix campaign is expected to expand in the weeks ahead, with spots featuring comics such as Jerry Seinfeld, Chris Rock and Dave Chappelle as well as other Netflix talent, promoting upcoming stand-up specials” (Variety). This ad campaign successfully create hype and word-of-mouth through social media sharing.


For a billboard ad campaign to be effective, make sure your content has the following elements:


  1. An eye-catching punchline
  2. Be outstanding – meaning your ad should be different than your competitions
  3. Display it at the right place at the right time
  4. Keep it 6 words or less
  5. Don’t be a distraction – some people are driving!


Chick-Fil-A and Netflix prove that your company does not have to look well-designed or overly informative ad campaign. A simple yet creative idea can make your message memorable for your targeted audience in order to create a successful marketing tool and word-of-mouth.


Here at [ 2 one 5 ], we are surrounded by creativeness. Need help thinking about your next big idea? Give us a call!

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