So instead of pasting a regular product shot on to billboards, we transformed classical media into a tailored SCHÄRDINGER ad space to create the desired impact.Not only showing cheese on a billboard, but cutting cheese holes into selected billboards created the right link in between the media and the different promoted cheese varieties. An extra attached panel that seemed to be stuck into the cheese showed SCHÄRDINGER’s logo and either named the type of cheese shown, or just said ‘Done with pleasure’, directly addressing people passing by the billboards.Since those billboards were no longer perceived as classical media vehicles, but as specially tailored ad space, SCHÄRDINGER also achieved the desired image shift.

Schärdinger’s cheese billboard performed outstandingly regarding the achieved awareness. Besides free PR and WOM, this specially built billboard has turned from a short-term outdoor media vehicle to a longterm landmark.