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 shows three different messages depending on which bulb is lighting it up.
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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