Title	THE WORLD’S MOST BORING BILLBOARD
Brand	SIOO:X
Product/Service	SIOO:X PREMIUM WOOD SURFACE PROTECTION
Category	E02. Low Budget / High Impact Campaign
Entrant	STENDAHLS ADVERTISING AGENCY Gothenburg, SWEDEN
Idea Creation	STENDAHLS ADVERTISING AGENCY Gothenburg, SWEDEN
Media Placement	STENDAHLS ADVERTISING AGENCY Gothenburg, SWEDEN
PR	STENDAHLS ADVERTISING AGENCY Gothenburg, SWEDEN
Production	STENDAHLS ADVERTISING AGENCY Gothenburg, SWEDEN

Name	Company	Position
Martin Cedergren	Stendahls	CCO
Mikael Andersson	Stendahls	Copywriter
Josefin Thor	Stendahls	Art Director
Jens Flensburg	Stendahls	Account Manager
Anna Lotto	Stendahls	Project Manager
Samuel Forsström	Stendahls	Graphic Designer
Jens Dohnberg	Stendahls	Film Photographer
Sara Josefsson	Stendahls	Film Photographer

Why is this work relevant for PR?

“The World’s Most Boring Billboard” is a very well executed communicative solution where the media is the message. We bought one billboard in a public place (for everyone to see) in one city of Sweden. For 12 years. To prove that our product is the real deal. The success factor is a mix of the unconventional media solution in combination with a message that is loaded with understated boldness.

Background

Sioo:x is a wood protection formula that gives outdoor wood surfaces a beautiful, natural silver-grey hue, keeping them protected from the weather’s harsh wear for up to twelve years. It’s based on a unique silicon technology that’s 100% environmentally friendly –revolutionary for this product segment. But twelve years’ worth of protection is almost too good to be true. Our mission was to prove that it’s for real.

Describe the creative idea

We created a truly unique outdoor ad from real Sioo:x-treated boards, and booked a triple-sided billboard in Sweden’s most windy city. For twelve years. By emphasizing the weakness of our (to be honest) pretty boring low-interest product, we were able to make the billboard an unexpected product demonstration that’s going to prove that Sioo:x can keep their promise. For real.

Describe the strategy

Based on the target group analysis, the product’s long-term durability is the single most important factor in choosing Sioo:x Wood Production. But the brand awareness is low, and the general interest in wood protection is low as well. Our strategy was to dramatize and, in an extraordinary way, prove the long-term sustainability of Sioo:x. With a very limited media budget, the idea also had to build on a strong PR core. Instead of even trying to break though the already massive media noise with yet another grand promise and loud messages about our “boring” product, we decided to turn the challenges into an advantage. So, we did the opposite. We created the World's Most Boring Billboard and allowed the product itself to prove its greatness. We did this in a public place in one of Sweden's largest cities, where lately, sales have dropped a little.

Describe the execution

First, we picked a location where the weather will put the Sioo:x product to an ultimate test. We chose Malmö, Sweden’s third largest city, which happens to be a coastal city with a high average humidity throughout the year. Something that wears hard on outdoor wooden surfaces. Then, we booked a triple-sided billboard on a public place in Malmö. For twelve years. At last, we covered the three billboard sides with Sioo:x-treated boards (from our customer's own balcony) and applied our message to it. Suddenly we had created an outdoor ad that will prove that Sioo: x really do keep their promise. "The World's Most Boring Billboard" was born, and the message proclaimed that nothing will happen here in 12 years. Everything was documented and packed into a movie spread through YouTube.

List the results

Goal: Increase sales in Skåne: 15% Result: During the campaign period, sales increased with 40 %. Goal surpassed with 166 %. Goal: Number of international articles on the campaign: 20. Result: over 100 international articles. Goal surpassed with 500 %. Goal: Number of national articles on the campaign: five Result: Fem national articles. Goal fulfilled with 100% Goal: create a PR value estimated at: ten million (factor 4). Result: PR value (factor 4) at 500 million SEK. Goal surpassed with 5000 %. Goal: reach a scope of 10 000 000 (social and editorial). Result: potential scope of 100 000 000 people. Goal surpassed with 1000 %. Goal: Be the most searched-for brand on Google in their product category (compared to the previous year) Result: According to Google Trends, the interest for Sioo:x has increased with 1000 % since the previous year. The goal was therefore met.