3D Magic: Transforming OOH Advertising with Special Builds

Brands are continually exploring innovative ways to capture attention, with a notable trend in OOH advertising being the rise of 3D special builds. These large-scale installations transform billboards into engaging displays, providing brands with a powerful tool to captivate audiences in new and memorable ways.

At Westfield, we aren’t limited to using billboards; we can utilise practically any space in the mall for creative installations, from rooftops to walkways and voids. Additionally, being situated on private land means our shopping centres aren’t subject to the same city regulations that can limit the scope and scale of OOH in public spaces.

Westfield provides the perfect platform for OOH and 3D special builds, offering brands high visibility, creative freedom, and access to a diverse audience.

Benefits of 3D special builds:

Increased engagement: Unique and interactive 3D builds are more likely to attract attention, leading to higher engagement rates. They encourage passers-by to stop, look and interact with the ad.

Enhanced recall: The novelty and distinctiveness of each special build leaves a lasting impression, making the ad more memorable.

Social reach: People are much more likely to share unique ads on platforms such as Instagram and TikTok, organically amplifying campaign reach beyond physical location. Sharing this kind of advertising on platforms such as LinkedIn is also becoming increasingly popular

Brand differentiation: 3D builds help brands stand out from competitors, providing shoppers with a surprise and delight moment that positively impacts brand perception.

Top tips to consider for special builds:

Nuii: the ice cream brand hosted a multi-sensory campaign with their eye-catching display complete with giant ice creams and scent cannons. Combining this OOH with tactical sampling resulted in the distribution of a staggering 16,000 ice creams in a single day!

The brain is more likely to pay attention to information that is presented in a novel or interesting way. A multi-sensory experience in can increase the brain’s processing of ad stimuli, enhancing memory encoding, and ultimately leading to better retention of information about the brand or product.

Wilkinson Sword: the brand designed an innovative build where a 3D razor produced foam when it rained. This unique display captured people’s attention (particularly on TikTok) through it’s weather-responsive design. Complemented by sampling and coffee distribution, they engaged passers-by as well.

Arla Lactofree: Arla created an epic visual display that appeared to pour milk from a giant 3D carton into a coffee cup, providing the perfect Instagram moment.

Eager to elevate your retail environment and surprise your customers? Uncover the power of creative OOH with Westfield Rise and our partners to craft memorable experiences that boost sales and build brand loyalty. Join forces with Westfield Rise to bring your brand’s vision to life. Reach out to us here to learn how we can help you shine in the competitive retail market!