Advertising via murals x Anić Outdoor
We like to think and reflect on outdoor advertising in the context of urban art; with its creativity, purpose and execution, it is not necessarily an exclusively commercial activity but has added value.
One OOH format, which is still not necessarily seen as a form of advertising, stands out in particular in achieving this added value.
Murals are unique, hand-painted works that combine art and advertising. Thanks to their roots in the local context, murals naturally communicate with the audience, making the brand part of the community and fostering emotional connection and trust. Their presence transforms the space, the wall becomes a landmark, and the message part of the visual identity of the neighborhood or street.
Anić Outdoor is the first OOH company in Croatia to put this beloved urban art into the context of outdoor advertising, offering its clients murals as a unique OOH communication channel. Murals, in addition to communicating the desired message, also leave a lasting visual mark on the urban landscape and become part of the community's identity.
Unlike ephemeral formats, murals stand out for their longevity, high memorability and potential for organic digital reach. In the era of visual communication and social networks, murals represent the ideal link between classic OOH advertising and the digital world. Hand-painted surfaces not only attract attention in the real space, they naturally encourage users to take photos, share and comment on platforms like Instagram. This makes the mural more than just an advertising message, it becomes content, creating organic digital reach and extending the campaign beyond its physical boundaries. For brands that want to be present on the street and in the online world at the same time, the mural is the perfect format that generates attention, engagement and a lasting presence in the audience's memory.
Globally, murals have been a part of leading brands’ marketing strategies for years. Netflix promoted titles like Stranger Things and The Crown in New York and Los Angeles through murals that generated millions of social media reach. Spotify transformed city walls into personalized messages for its Wrapped campaign, while Coca-Cola and Nike used the format to tell brand stories and strengthen connections with local communities.
As a pioneer in the implementation of murals on the Croatian market, Anić Outdoor brings a new dimension to outdoor advertising, one in which the brand communicates through the values of space, not through the noise of overloaded formats.
Sources:
AdQuick (2023). Mural Advertising Examples: How Brands Use Walls to Stand Out.
Available at: https://www.adquick.com/blog/mural-advertising-examples
Outfront Media (n.d.). The Power of Murals in OOH Advertising.
Available at: https://www.outfront.com/insights/the-power-of-murals
JCDecaux OneWorld (n.d.). Street art and advertising: where creativity meets impact.
Available at: https://www.jcdecaux.com
