Yet another dumb application of web-like advertisement to the road ad billboards. Check this out: “Enroll Now”:
My first impression was: “damn, I can not enroll now, even if I wish to enroll. I am driving”.
I took the picture from the best visible spot of the billboard. The billboard stands in a place from which only “Enroll Now” is visible. In a matter of a second or two I could read this stupid invitation to immediate enrollement and then concentrate on the road: I do not want to be smashed by dumptrucks entering this part of the highway (680 near Benicia).
I have a better design idea for designers of this ingenious ad: “Click Here to Enroll Now!” followed by License Agreement, restriction policy, discount coupon code and Terms of Service. Yeah, and do not forget to include top management’s bios with “business smile” photos.
Guys, highway billboards are good only for well established brands and/or for very, very short texts. People who are driving 65 mph will not read your micro text even if they wish to.
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