Looking for ways to generate buzz around your brand? Let us share an example of how digital large format printing can be used to advertise in unconventional spaces.
The Limits of Traditional Billboard Advertising
Traditional advertising methods come with technical limits that make it difficult for brands to set themselves apart and engage their audience.
For example, when it comes to billboards, you are usually boxed within the confines of square or rectangular formats.
There are some ways to introduce variety into this uniformity. One of the most common strategies is to use scrims to alter the basic rectangular shape of a billboard and create more interesting effects.
While this approach is effective, in some cases bold solutions are necessary if brands want to deliver an even greater impact.
As we’ll see below, with digital large format printing, companies can turn existing structures (even iconic ones) into powerful pieces of advertising that turn heads and deliver results.
Using Digital Large Format Printing to Advertise in Unconventional Spaces
All the power of large format printing was on full display in one of our latest projects, where we turned a beloved Los Angeles landmark into a giant Ghostbusters symbol to promote the movie Ghostbusters: Afterlife.
The place is Randy’s Donuts, a drive-up donut shop located in Inglewood, near the LAX Airport.
Completed in 1953, Randy’s has become one of the world’s most iconic donut shops, making appearances in countless movies and TV shows.
Thanks to the versatility of large format printing on vinyl we were able to turn the giant donut on the roof of Randy’s into a giant no-ghost sign, a feat that would have been impossible using traditional printing methods.
When your options are limited to squares and cubic shapes, interventions like this are out of the question. For example, if someone wanted to achieve the same results painting the donut by hand, how would they deal with the hole in the middle? The results would be awkward and would project poorly on the film.
With digital large format printing, by contrast, any brand can create high-impact advertising that interacts with urban landmarks and makes a powerful impression. The effects are memorable and, above all, effective.
An Innovative Marketing Strategy
Thanks to its entertainment value and its innovative marketing campaign, Ghostbusters: Afterlife has earned to date $195 million at the global box office, which can be considered a resounding success during the pandemic.
As for the donut at Randy’s, its cinematic transformation attracted fans from all around the world.
Some went as far as donning Ghostbusters jumpsuits and driving a replica of the Ectomobile. While not everyone showed this same level of enthusiasm, everybody was eager to enjoy a donut and take selfies, which contributed to elevating the profile of the movie on social media.
All in all, this project is a great example of how digital large format printing turns the obstacles of the past into opportunities to surprise your audience and stand out from the crowd.
CR&A Custom: High-Quality Large Format Printing
If what you want is to take advantage of the possibilities of large format printing, then you have to work with the best.
At CR&A Custom, we are a large format printing company based in Los Angeles known for our drive to excel and our advanced printing capabilities.