The Transformation of an Urban Icon for Squid Game

The Oudaan Tower in Antwerp has become a spectacular example of how outdoor advertising, particularly DOOH (Digital Out of Home), can transform an ordinary public space into a visually impactful work of art. This project, launched to celebrate the release of the second season of Squid Game on Netflix, was executed by CitySmiles, who turned this historic building into a focal point of massive attention. The boldness of this campaign reflects the growing trend of using urban spaces as canvases for powerful advertisements.

The activation featured an impressive display with 432 pink guards "occupying" the tower and three huge inflatables displaying the series' logo at its summit. This type of outdoor advertising campaign is a clear example of how urban spaces can be transformed into out of home advertising platforms that create a powerful visual impact. Rather than just placing a traditional billboard in a high-traffic area, CitySmiles reimagined the entire building as a gigantic outdoor media platform, pushing the boundaries of creativity and capturing the public's attention in an unforgettable way.

Innovation in Urban Spaces: Disruptive Advertising

The intervention at the Oudaan Tower not only highlights the creativity and disruptive approach of CitySmiles, but it also underscores the potential of buildings as powerful tools for delivering messages. The way this campaign was executed demonstrates how outdoor advertising can evolve, adapting to new trends in both digital and physical advertising. The use of DOOH ads, along with traditional outdoor media, showcases the power of digital billboards and inflatable structures to create a truly immersive experience.

This innovative approach to urban advertising is also a testament to how OOH advertising can break away from conventional methods to deliver a message that is bold, attention-grabbing, and highly memorable. Collaborations with top-tier partners like GroupM Belgium, Wavemaker, and Paloma helped bring the vision to life, ensuring that the message reached a wider audience through the careful selection of locations and the strategic use of modern advertising tools.

The impact of OOH advertising has grown exponentially in recent years, especially as cities continue to embrace new technologies and creative approaches. In places like Toronto, where billboard advertising is a popular choice for companies looking to reach a broad audience, this level of innovation is increasingly in demand. The price of billboard advertising in such locations is often influenced by factors such as the visibility and traffic of the location, as well as whether the billboard is digital or traditional. The Oudaan Tower activation serves as a prime example of how high-impact advertising outdoor can drive attention and engagement on a massive scale.

The Impact of Advertising Activations in Public Spaces

Outdoor advertising campaigns like the one at the Oudaan Tower demonstrate the immense power of OOH ads and their ability to create a lasting impression on viewers. This type of outdoor marketing is not just about displaying an ad, but rather about transforming an entire space to tell a compelling brand story. By incorporating elements like digital technology and large-scale installations, brands can elevate their messaging to a new level, making it both impactful and engaging.

When we talk about the costs of outdoor advertising, it’s essential to consider how much value a well-executed campaign can deliver, especially when the billboard rates or billboard prices are high in major cities like Toronto. Depending on the location, the billboard ad cost can fluctuate significantly, with highway billboard advertising or those in downtown areas typically commanding higher rates due to the increased visibility and audience reach. For brands that want to make a significant impact, understanding the billboard rental market is crucial.

In fact, large-scale activations, like the one at the Oudaan Tower, can be more cost-effective in the long run, as they provide a greater return on investment through their ability to capture the attention of a large and diverse audience. By incorporating elements of DOOH advertising and digital billboards, brands can target specific demographics more effectively, while also ensuring that their message is seen by thousands or even millions of people, as seen in major cities around the world.

Conclusion: Outdoor Advertising as a Powerful Global Tool

The Oudaan Tower activation is a perfect example of how outdoor advertising can be both innovative and effective. The creative use of urban architecture, combined with DOOH technology, pushed the limits of what we think of as traditional advertising. As cities like Toronto continue to embrace the power of digital billboards and OOH marketing, the demand for such dynamic and impactful advertising campaigns will only grow. The billboard ad rates in these areas may be high, but as the Oudaan Tower campaign shows, the returns in terms of brand awareness and engagement can be significant.

For brands looking to invest in out of home advertising, understanding the billboard prices and the potential of digital billboards is crucial to making informed decisions. Whether you’re looking to place a simple billboard sign or launch a disruptive campaign like the one in Antwerp, outdoor advertising remains one of the most effective ways to connect with audiences in a meaningful way.

 

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Why choose BMOutdoor for your outdoor advertising?

  • Consumer trust: Outdoor advertising is a trusted medium for many, standing the test of time.
  • Direct and captivating messages: We deliver clear and compelling messages that effectively reach your audience.
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Do you need outdoor advertising? It remains effective in boosting your brand in the United States and Canada, working in collaboration with digital marketing and other channels.

Outdoor Advertising

Outdoor advertising reaches people where they spend the majority of their time—outside. This includes posters, wall murals, and superboards that captivate audiences as they move through urban spaces.

Transit Advertising

Transit ads make use of public transportation to deliver messages, whether on buses, subways, or train stations. Ideal for reaching commuters in high-traffic areas.

Public Space Advertising

From airports to stadiums, public space advertising places your message in locations where large groups gather, creating strong brand awareness and high visibility.

Digital Advertising

Maximize your brand's impact with digital screens, which offer flexibility and dynamic content that can be tailored to different audiences and times of day.

 

Our services have coverage that extends throughout the United States, Canada, and Latin America. Take your message beyond borders! Contact us today at +1 365-635-5074 or email contact@bmoutdoor.com and let us be a part of the success of your next advertising campaign

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