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Floating big ideas: Billboard on a barge To make his point, he pointed out the window Aug 3, 2006
Andrew N. Liveris pointed out the window to a 110-foot sign spanning a barge attached to a tugboat on the East River promoting Dow’s “The Human Element” campaign. Dow was hosting a luncheon to support Blue Planet Run, a nonprofit group working to ensure clean drinking water around the world. So making its point with a barge floating down the Hudson made great sense. Regis Maher, II, president and COO of do it outdoors, which put together the promotion, says it was a way for Dow to own its marquee brand name, just like a massive Times Square billboard would do. “It’s grandiose, larger than life and high power. It’s something way outside the norm, and that’s where we get an awful lot of recall,” Maher says. A barge promotion can be done in a variety of river and harbor locations, he says, but the more lead time the better since there can be plenty of permits involved. Do it outdoor is planning a second event in Michigan, and Maher says it would be possible to arrange a similar water event to run in multiple markets at the same time, by the week, month or longer. In the case of Dow, it was targeting a specific building, but he says it would work as well for campaigns out to reach multiple audiences with mass-market messages for insurance companies, auto makers and the like. All that's needed is a body of water.
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