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Hey!

Writing billboards for brands like Burger King and Semrush taught me seven techniques that make OOH ads unignorable.

I turned these techniques into free ChatGPT and Claude skills (link below).

But first, let's break them down:

1/ Literal

Take a word or phrase from your headline literally, then build the billboard around it.

Background remover = a billboard with no background
Cardboard = cardboard billboard
Break = an unfinished billboard

Oh, this KitKat ad is also a great example of a prop billboard...

2/ Prop

Add a physical object that takes the idea beyond the billboard.

And even though this is a fake human, we can also use a real one...

3/ Human

Make a real person part of the billboard.

By the way, this one is also a sequence billboard...

4/ Sequence

Use two or more billboards that work together to complete the idea.

And these Times Square ads are also location billboards...

5/ Location

Connect the ad to the location or event where it appears.

An ad I wrote for my client, Semrush

And sometimes, the billboard isn’t just in the right place.

It’s actually reacting to its environment...

6/ Reactive

Make the billboard respond to what’s happening around it.

He points at real planes as they fly overhead

But this isn’t
only reactive. It’s... interactive!

7/ Interactive

Let people experience the billboard with more than just their eyes.

This billboard smells like McDonald’s fries

More Examples

Want my full billboard handbook?

Check out this LinkedIn carousel, or download the PDF

AI Skills

I also used these examples to build AI skills for ChatGPT and Claude.

ChatGPT is actually pretty good at coming up with billboard concepts.

Grab the skills for free
🤔
How to install these skills? Drag them into your ChatGPT or Claude chat window. They'll do the rest.

Thanks for reading 🫶

Talk soon,
Shlomo

P.S. This newsletter is 100% free thanks to my online products:

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