Stomping into a branding or awareness exercise is nothing new. However, Doom has managed to capture the attention of advertisers and public with its latest OOH campaign which involved (literally) thousands of shoes – and a billboard.
Campaign rationale
The idea behind the Doom campaign is that people have different ways of killing bugs; some use rolled up newspaper, some scream and call their better halves, and some use shoes.
Main medium
The billboard is literally made up of a few thousand shoes in the colours of a product can. To accomplish this the correct number of shoes were dipped into the various colours and then assembled to replicate the Doom spray can in giant format.
Billboard specifications
The billboard is made up of 20 panels, measures 22m by 9m and uses a 24 colour palette to replicate the finer details of the can
Location
The billboard used is located outside Noswell House, Braamfontein, Johannesburg, opposite Wits University’s main entrance on Jan Smuts Avenue.
Complementing mediums
The company is using radio, print and social media to run a competition complementing the OOH campaign.
