How do you best maximize a small space? It's a conundrum that drives many consumers to IKEA — and one that the brand struggles with itself when it comes to billboard ads.
As the video above shows, though, IKEA has hit upon a low-tech solution to that problem: RGB (a.k.a. red, green and blue). This billboard in Sweden shows three different messages depending on which bulb is lighting it up.
See also: 11 Magnifying Uses of Small Spaces
The messages cleverly underscore the idea. "Do it like this billboard," reads one message, which is followed by the following two: "Make good use of your space" and "with small-space solutions from IKEA."
The billboard is just the latest example of how marketers are experimenting with the age-old outdoor advertising medium. In November, British Airways created a billboard in London that showed a child tracking a plane in real time. Domino's later spoofed the idea with a billboard showing a boy looking down at delivery trucks, also in real time.
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