Using sequential hoardings to tell a story along a route

When you buy several sites on one route, they can do more than repeat your logo. They can reveal an idea in stages. Sequential outdoor works when every panel still makes sense on its own, because no one is guaranteed to see every frame.

Plan the route before the copy

Map the order in which people will encounter the sites. Check the driving direction, distance between boards and likely traffic speed. A sequence on disconnected roads is not a sequence. It is simply several different ads.

Give every board a complete role

The first can raise a question, the second can make the point and the third can reveal the offer. But each needs brand recognition and enough sense to work alone. Avoid a puzzle that only rewards people who happened to see all three.

Keep visual rules constant

Use the same type style, colour system and visual family. Change only the phrase or part of the image that moves the story forward. This creates memory rather than a collection of unrelated posters.

For planning the underlying corridor, read how to plan a campaign along a route.