A year and a half ago, we, along with two other agencies, were entrusted with the task of hoarding the construction site for the new store on Kalverstraat. The wooden enclosure, shielding the renovation, was not merely overlooked. Adidas seized this opportunity to generate buzz through a clever marketing stunt. Hundreds of passersby were given freebies, making them acutely aware of the opening date and the exciting addition to the bustling shopping street. Fixers played a modest role, but the idea was grand and impactful. Rarely does a brand invest in adorning their hoarding, and I see that as a missed opportunity. So, I present this article to inspire you with past hoarding efforts and perhaps spark new ideas for your brand, store, or clients!
1. Start with Simplicity
You can make a significant impact by simply having the hoarding covered or extending it to the ground. This ensures that you catch the eye of everyone passing by.
2. Building take-over
If your building is undergoing renovation, consider wrapping it entirely. In 2022, Fixers faced a similar situation when scaffolding unexpectedly enveloped our event location. We couldn’t welcome our guests to a construction site, so we transformed the building into a complete brand experience. #bluebuilding
3. Foster interaction
Create a hoarding that encourages passersby to engage with each other. An added bonus is that it helps you gain insights into potential shoppers. Consider implementing features like a poll on your hoarding.
4. Engage with your Brand
Ensure that individuals have a one-on-one interaction with your hoarding. Let them discover what your brand stands for. Allow them to peek inside, evoke emotions, or take a photo with something. Ensure they can experience the essence of your message.
5. Product-Shaped or Branded Hoarding
Take your hoarding to the next level by transforming it into a larger-than-life representation of your product or infusing it with your brand’s distinctive pattern or texture. Imagine a shoe store creating a hoarding that replicates the iconic contours of their latest footwear collection, instantly catching the eye of fashion enthusiasts. Alternatively, consider using a brand’s recognizable color scheme and pattern to wrap the hoarding, reinforcing brand identity even during construction. These innovative approaches not only elevate your hoarding’s visual appeal but also create an immersive brand experience for passersby.
6. Seeding Opportunities
Sampling works wonders in cosmetics and fragrances. There are proven promotions that can be tailored to your industry. Explore how you can incorporate sampling into your hoarding strategy.
sections of cups, each removable by the public and with a special discount message, encouraging potential customers to bring their empty cups back for opening day, for a 50% discount on their first try of Yogen Fruz
7. Community Engagement
Consider involving the local community in your hoarding project. Organize art contests, invite schools to participate, or create a mural that tells a story. This not only enhances your brand’s image but also builds a sense of ownership within the community.
hoarding in Paris, France. The company launched
a campaign to get in touch with the artist.
In conclusion, hoarding isn’t just about concealing construction work; it’s an untapped canvas for creativity and brand engagement. Embrace these ideas and transform your next hoarding project into an opportunity to captivate and connect with your audience, leaving an indelible impression on the streetscape. Make hoarding a statement, not a barrier!
And if you’re feeling inspired, don’t hesitate to contact us for a brainstorm date.
Warm regards, Katja Heinrich
katja@fixers-group.com
