As the digital advertising space becomes increasingly crowded and competitive, many brands are turning to out-of-home (OOH) 3D campaigns to stand out. These campaigns offer a powerful way to captivate audiences in real-world environments, not only grabbing attention but also creating lasting impressions that improve brand retention. With stunning visuals and dynamic effects, 3D billboards offer a new dimension of engagement that traditional ads can’t match.

The Science of Visual Impact

Humans are instinctively drawn to unexpected and dynamic visuals, which is why 3D billboards have proven to be so effective in capturing attention. The combination of movement, depth perception, and realistic animations creates a more engaging and impactful advertising experience compared to traditional static or 2D ads.

For example, a 3D billboard in a high-traffic area, like Times Square in New York or Sunset Boulevard in Los Angeles, doesn’t just compete for attention—it dominates it. Studies show that consumers exposed to 3D billboards experience higher brand recall rate compared to those who see traditional 2D ads. This makes OOH 3D campaigns a perfect medium for brands looking to increase engagement and build stronger connections with their audiences.

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Case Studies: Successful Campaigns

Several brands have already seen tremendous success using OOH 3D ads to boost both brand engagement and retention:

Coca-Cola’s - Times Square Christmas Campaign

Coca-Cola’s iconic 3D billboard in Times Square became a landmark of OOH advertising. The installation featured an eye-catching animation of a kid and his mom on Christmas morning. The campaign not only garnered significant media attention but also encouraged connection with consumers with the brand during the holiday's season.

BMW - X1

When BMW launched their X1 model, they created an anamorphic 3D ad that took over major city landmarks. The 3D billboard showcased the vehicle in action, making it look as though it was driving off the screen and into the street. This stunning visual not only attracted attention from pedestrians but also went viral online, rapidly generating over 17 million views across social media platforms. The buzz surrounding this campaign significantly boosted awareness of the BMW X1, proving the effectiveness of OOH 3D campaigns in generating both in-person and digital engagement.

Burger King – 65th Whopper Anniversary

Burger King celebrated the 65th anniversary of the Whopper with an interactive 3D billboard campaign. The anamorphic display made it appear as though a Whopper was being assembled in real time, with Whoppers and balloons popping out of the screen. The ad became a sensation, attracting thousands of digital shares and leading to over 70,000 drops in just a few hours, thanks to its viral appeal. Burger King's ability to merge an iconic product with cutting-edge advertising technology exemplifies the value of 3D OOH ads for generating excitement around brand anniversaries and special occasions.

Xbox on the Sphere in Las Vegas

In a recent example of how 3D OOH advertising is being taken to new heights, Microsoft utilized the Las Vegas Sphere for the launch of seasonal Xbox games. The Sphere, already known for its breathtaking digital display capabilities, hosted an anamorphic 3D ad that made it look like the Xbox logo was opening up to display their videogames. The ad captured global attention, further amplified through influencers by a social media sharing strategy. This high-visibility campaign demonstrated how immersive 3D technology can elevate product launches to an unforgettable experience, reaching millions both in person and online.

Check out our other succesful cases to see how BCN Visuals has helped clients increase brand engagement through impactful 3D campaigns.

Increasing Brand Retention

While engagement is essential, the real value of OOH 3D campaigns lies in their ability to enhance brand retention. Studies show that viewers of 3D OOH ads are more likely to remember a brand’s message long after seeing the ad. This is because immersive, interactive visuals trigger emotional responses, making the ad experience more memorable. For brands aiming to build long-term relationships with their audiences, the added value of retention can lead to higher brand loyalty and repeat customer interactions.

By integrating OOH 3D campaigns into their overall marketing strategies, brands can not only boost immediate engagement but also ensure their messaging stays top-of-mind long after consumers have left the viewing area. In the highly competitive world of advertising, that kind of lasting impression is invaluable.

To explore more insights into how OOH advertising influences consumer behaviour, take a look at this OAAA's study, which provides data-driven analysis on the effectiveness of outdoor advertising strategies.