Bigger and bolder: What is oversized marketing?
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In a competitive market, how can brands cut through the noise and ensure they stand out? Well, quite simply, by making a bigger noise. Enter, oversized marketing: a trend of campaigns where brands are making a big and bold statement to grab the attention and drive consumer engagement.
However, oversized marketing isn’t just about size, it’s about a strategic approach to stop consumers in their tracks, create memorable brand experiences, and often result in consumers sharing the campaign online, with brands hoping it’ll go viral.
Sounds good, but remember, bigger campaigns often mean bigger budgets. So, how can your business ensure they are spending its money wisely and generating the ROI it deserves? In this blog, we’re going to look at oversized marketing in more detail, assessing real-life examples that have been a success and those which have fallen short, as well as future marketing trends businesses can get involved in.
Before we get started, though, it’s important to understand that when creating a marketing plan, you need to understand your market and customers fully. If you feel like this is something you need help with, then reach out to our strategy team. They will be able to help conduct an analysis and provide you with a strategy that achieves your objectives.
When it comes to marketing, is bigger better?
Oversized marketing is about creating a campaign at scale that causes a spectacle and disrupts the traditional advertising norms. To do this, it requires a physical presence and visual impact, so it’s almost impossible for consumers to ignore and create a lasting impression.
Over the last year or so, we’ve seen more brands taking part in this trend, after seeing the success of others. However, the concept of oversized marketing isn’t that new. Essentially, it’s a form of Guerrilla marketing which was popularised in the 80s. Guerrilla marketing is about using unconventional methods to generate business interest and awareness.
Essentially, whilst Guerrilla marketing doesn’t always have to be oversized, the biggest similarities between the two types of marketing are that they create an experience and often a form of out-of-home (OOH) advertising. But not all OOH is oversized, and not all oversized marketing campaigns are limited to traditional OOH methods such as billboards.
Why does bigger appeal more?
Oversized marketing appeals more to consumers as it taps into several psychological principles. These are: leveraging novelty, cognitive biases and creating memorable experiences.
The novelty of these types of campaigns is that they surprise consumers as it isn’t the norm. Instead, it’s the opposite, and that’s what helps them realise and see it. Once they have seen it, it then stops them in their tracks as they pause to acknowledge and fully take in everything they are seeing. Then it often gives them the ‘wow’ effect, which again ensures the consumers are remembering what they are witnessing.
Cognitive biases can then be impacted by consumers, as they believe ‘bigger is better’ even if not in value. For some, the bigger the campaign, the more the consumer believes that the brand is the best option, as they dominate the advertising space and therefore the market.
Memorable experiences then stay with consumers as they feel excited and curious about what they’ve seen and how it made them feel. Large-scale campaigns often then get featured on social media, allowing brands to reach an even wider audience. This is one of the main reasons why oversized marketing campaigns are so successful, as after the consumer has had the experience, they then tell others about it.
Types of oversized marketing
When it comes to thinking about big campaigns, it’s important to think ‘big’ and outside the box. The more original your idea, the more likely it is to stop consumers and get people talking. However, you need to ensure it makes your audience feel something, there’s no point in going big just for the sake of it. Let’s take a look at some examples of how brands can go big.
Giant product replicas or mascots
When it comes to a new product launch or event, having a giant replica of a product or a mascot can give the audience a sort of ‘prop’ to engage with. This can be great for photo opportunities and videos, which can then easily be shared with a wider audience. Again, making a product larger helps really put it in the face of consumers, so that they fully see the details and remember it when they view it again in shops.
One example of this is the Rhode lip products, in which the campaign saw brand owner Hailey Bieber pose holding enlarged versions of their lip tint products. This, paired with their phone cases that hold the product, ensures that photos of the product and brand are consistently being shared on social media, driving awareness, engagement and most importantly, purchases.
One of the most famous brand mascots is that of Mickey Mouse for Disney, being recognised worldwide. The family-loving brand is also one known for big marketing campaigns, and one oversized example could be that of inflating iconic characters and having them in popular spots to launch Disney+ and new upcoming films.
Building wraps
Brands can go big by covering buildings and turning them into advertising canvases. This is where brands can be clever and quickly attract the attention of consumers as they’re out and about on the high street.
Examples of this include Adidas turning the front of their Shanghai store into shoeboxes, with a giant Superstar trainer coming out of one. Or more recently, Louis Vuitton that has dressed its flagship store to look like its signature luggage, with some features weighing up to 5,000 pounds.
@iamtseringgrg Louis Vuitton building in 5th Avenue turned into a giant suitcase in new york city. who loves Louis Vuitton bags? maybe this is the season you’ll get one so make wish 😜🙏🏽 #newyork #nyc #newyorkcity #fifthavenue #5thavenue #louisvuitton #chritmas #christmaniscoming #fyp @Louis Vuitton
Immersive pop-ups
Large-scale temporary structures can provide walk-through immersive experiences for consumers. This can be extremely powerful for brands trying to transform their audience into another world.
Think about areas in theme parks or when the musical hit movie Wicked came out in 2024, the Hilton in New York transformed one of their suites, so guests could ‘stay like Wicked’ and take the side of Elphaba or Glinda.
Creative billboards
Now we’re not just talking the usual billboards with creative copy or engaging visuals, there are those that extend beyond their normal frame, use 3D shapes or have interactive components.
One version of these that’s always stuck with me is Carlsberg’s campaign from 2015, where they installed a working beer pump onto the front of the billboard, with the simple caption ‘Probably the best billboard in the world’ a play on their usual slogan of ‘Probably the best beer in the world’. As you can expect, consumers flooded down to the billboard in London to get their free pint, and the engagement spread far and wide on social media.
Another example is that of Maybelline’s mascara wand billboards on the London underground. Which sees certain tubes with eyelashes drive past and be coated in the popular product.
@maybelline 📣 All aboard the Sky High Mascara Express ✨🚄 After hitting the NYC Streets, we’re taking over London💂🇬🇧 We are on the move with #SkyHighMascara elevating your lash game to new heights🌤️ 🌇 it’s guaranteed to serve limitless lash length 📏 and full volume😍 #Maybelline
Stunts and spectacles
Overall, many of these can be considered ‘stunts and spectacles’ where these large-scale events can’t help but grab the attention of consumers and get them engaged. The popular noughties craze of flash mobs is a prime example of classic guerrilla marketing. Another more recent example is that of the beauty brand The Ordinary, which saw them sail a giant version of one of their products down the Thames in London.
@me.comms #London did you see her? 👀 @The Ordinary x @One Agency Media making waves on the #RiverThames 🖤 Our client, One Agency were tasked with producing a unique, #iconic and show-stopping moment in the heart of #London and safe to say they delivered 💫 #TheOrdinarySkinCare #OneAgencyMedia #TheOrdinary #London #Fyp #viral #marketingcampaign #marketing #skincare #marketingdigital
The benefits of oversized marketing
So, ultimately, a brand that goes big with its marketing (in the correct way) is more likely to create an unforgettable brand impression and, as such, capture the attention of more consumers. There are also many other benefits to oversized marketing, including:
High visibility and reach
Oversized marketing often takes the format of being OOH. However, that doesn’t mean a brand’s exposure is limited to just the area it’s taking place in. With bigger campaigns often being captured on phones and quickly shared on social media, it means brands can reach audiences worldwide, from a billboard, pop-up or lifesized product that’s happening in Manchester.
As mentioned, oversized marketing creates a lot of social media buzz, and the chances of brands going ‘viral’ can be a lot greater. High peaks in engagement and traffic can be perfect for new product launches or limited products and events. However, going viral can skew your data and performance, with it unlikely to happen consistently, so brands should be aware when planning these campaigns.
Enhanced brand storytelling
Through oversized marketing campaigns, brands can create an immersive narrative that captures it’s audience’s attention and provides them with more information as to who they are as a brand. Businesses that tell a strong brand story are more likely to gain loyal customers and increase their lifetime value.
Differentiation within the marketplace
Standing out against the competition can be tough, especially as markets become more and more saturated. This is why unique oversized marketing campaigns can help brands differentiate themselves and be remembered over others.
Media attention
Unique campaigns not only gain the attention of consumers, but they can also attract the attention of the media, helping to amplify a brand’s reach even further. As well as enhanced coverage of the campaign, it can also be an opportunity to open doors for further PR opportunities, which can help improve links, domain authority and the online visibility of a brand.
Creating experiences and emotional connections
By going big, brands can move beyond traditional advertising and create a lasting feeling or impression for years to come. My example of the Carlsberg campaign (mentioned above) is just like that. It was released in 2015, but a decade later, I still remember it and share it with others.
The drawbacks of oversized marketing
Unfortunately, it’s not all just benefits and success, there are a series of challenges and considerations a brand needs to understand before getting carried away and launching oversized marketing. Let’s take a look at some of them.
Cost
As expected, if you increase the size of a campaign, you’ll likely need to increase the costs, and that’s what brands should expect with oversized marketing. Brands should also think about costs that are usually associated with traditional marketing campaigns, such as insurance and health and safety.
Logistics
As well as increased costs, you have more logistics to think about, too. There’s the planning, the creation, installation, removal, legalities, and other health and safety factors brands have to consider and plan for.
Environmental impact
When it comes to big marketing campaigns, it’s likely that, as well as having a big impact on consumers, they can also have an impact on the environment. Think, what is the plan for after the campaign? Will the material resources go to waste? Also, what about energy consumption for installations? Brands need to understand these and think about the implications they could have on their audience.
Message clarity
Brands engaging in oversized marketing campaigns need to have a unique idea, but also a clear message and, where possible, a CTA for what they want consumers to do. Without this, it’s likely that your message and action will get lost in the spectacle.
Negative backlash
If poorly executed, too intrusive or considered as wasteful, it’s likely that the campaign will cause negative brand exposure and damage. Leading to the return of the campaign being minimal, and overall, a waste of time and resources.
Measuring ROI
Unlike with digital marketing methods, such as PPC and paid social, it can be harder to track the direct impact and return of an oversized campaign. Therefore, brands should consider these more about driving awareness and have supplementary campaigns where the impact and KPIs can be measured.
Key success factors
So you’ve weighed up the pros and cons, and you’re ready to get creative and BIG with your marketing. How can you ensure your campaign is as successful as can be? Here are a few things to think about:
- Strategic intent: Your campaign needs to align with your marketing goals. You should also ensure that it is true to your values and reflects your business and brand correctly.
- Creativity and innovation: your campaign should push boundaries beyond size and be something that will make your company stand out in the market.
- Integration with other channels: How will your campaign connect to your digital channels? This is important to ensure that your marketing is aligned and you can track and measure the success.
- Location: With most oversized campaigns taking place out of home, the location where your campaign will go is an important decision to make. Ideally, you want it somewhere where your target audience will be in order to maximise impact.
- Safety and practicality: Ensuring that the execution of your campaign is secure and flawless will also play a part in its success. Remember, poor execution or catastrophes caused by your campaign will lead to backlash.
- What story do you want to tell? Knowing this will help you create the best campaign possible for your brand and audience.
Overall, considering the points ahead and planning the campaign and details well, the more likely you are to achieve success and the results you’re hoping for.
The future of oversized marketing
Marketing is always evolving, and so over time with oversized campaigns. Soon, it will no longer be enough to just enlarge your products, brands will have to be innovative and get more creative than ever before. This is where brands that are already thinking about this will start to gain a greater competitive advantage. Here are a few of our predictions for the future:
Augmented and virtual reality will make oversized marketing more accessible to brands and individuals. It can also help to mitigate some of the drawbacks and challenges of the campaigns today.
Hyper-personalisation and campaigns that react to people and surroundings will also make a greater impact as they provide a truly unique experience for each individual consumer.
Sustainable campaigns will be a focus for consumers, with them wanting to know and understand what brands will do with installations after and the benefits that big marketing can also play on benefiting society and not just the brand’s revenue.
Conclusion
Oversized marketing can be a powerful tool for cutting through the noise and competition. However, it needs to be unique, memorable and make the audience feel something to drive engagement. Creating a campaign that embodies this will help improve the effectiveness of the results.
Brands also need to be realistic with what they can achieve with their allocated budget. Unfortunately, going big on a small budget doesn’t tend to be a success, with corners being cut and the overall campaigns leaving the audience feeling like something is missing or lacklustre.
If you’d like more support on creating high-performing marketing campaigns that are aligned to your budget and goals, then get in touch with our award-winning team. We have a proven track record for helping B2B and B2C brands generate the engagement and results they’re looking for.
