We invented the biggest billboard of Europe. This monster covers a complete side of the busy DHL cargo centre in Amsterdam and is 196 meters long and almost 4 meters high, which makes a stunning 750 square meters total. On the billboardThe public sees a detailed replica of a Formula 1 pit lane. DHL vehicles are driving by day in day out to reach the main entrance of the building. On the billboard mechanics are standing ready to equip the vehicles 24 hours a day. The claim is: Speed is our business. The billboard was opened by Olav Mol, the famous Dutch Formula 1 reporter. Flyers were being handed out by pretty Formula 1 girls to train passengers who travelled by the giant billboard. The billboard can be seen from October 2007 till October 2008.

It’s hard to measure effectiveness considering there is no call to action involved. The billboard ties DHL and the speed of Formula 1 together. An image communications project thus. But considering the fact that this billboard is talk of the town, it must be good for our communication goals.