Tuesday, February 13, 2007

THINK BIG! -- The Update

So the THINK BIG! billboards around Boise were indeed for Big-O Tires.

No, they are not for Micron Technology, as had been mentioned in the previous comments. I think the confusion came from the fact that these were also running on the digital billboards near the Connector and also on State St. This billboard was immediately followed by a recruiting billboard for Micron.

End result? It generated some interest, but the payoff was incredibly poor. Decent concept but the execution leaves quite a bit to be desired.

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Justin Foster said...

Does gimmick messaging ever work for differentiating highly commoditized products? I'm sure Big O has something worth talking about. I know first hand that the local franchisees are very supportive of community activities. Maybe start there ...

Anonymous said...


Anonymous said...

How do you know the payoff was poor?

Brian said...

Anonymous -- from an audience standpoint, I'd say the payoff was poor. To me, there's no real call to action, or incentive to do anything as a result of seeing those billboards.

Add to it the fact that the colors on the board make it look more like its competitor (Les Schwab Tires) than something for Big-O. Take a drive by a Les Schwab and you'll see what I mean.

But as with anything else, its just my opinion.