Special Build OOH: Turning Billboards into Experiences

In a world where digital ads bombard consumers at every turn, out-of-home (OOH) advertising remains one of the most powerful ways to create a real-world brand impact. While standard billboards and posters still have their place, brands looking to truly captivate audiences are turning to special build OOH—custom-built outdoor ads that go beyond flat surfaces to create eye-catching, immersive, and often interactive experiences.

From giant product replicas bursting through billboards to life-size experiential installations in public spaces, special builds are designed to make a statement, drive engagement, and leave a lasting impression. Here’s why they work—and how they can elevate a brand’s presence in the physical world.

Why Special Build OOH Works

Special builds aren’t just advertising—they’re an experience. Unlike traditional static billboards, they stand out by using:

✅ 3D Elements & Larger-Than-Life Designs – Breaking out of the billboard frame makes an ad feel more dynamic and tangible.

✅ Real-World Interaction – Whether it’s a functional vending machine or an ad that responds to the weather, special builds invite audiences to engage rather than passively view.

✅ Social Media Magnetism – People love sharing striking, unusual OOH ads, turning an on-the-ground campaign into viral content online.

✅ Memorability & Brand Recall – When an ad physically disrupts its surroundings in a creative way, it sticks in people’s minds far longer than a standard printed poster.

Unforgettable Special Build OOH Campaigns

1. Arla Lactofree’s Pouring Milk Billboard

Arla’s Lactofree campaign in London featured a giant 3D milk carton appearing to pour real liquid into a glass below. The massive installation at Westfield London was not just visually impressive—it effectively communicated the product’s message in an instant.

📊 Results: This campaign ranked in the top 5% of all OOH ads for effectiveness, with 37% of viewers saying they’d share it with others. Proof that a simple, creative concept can drive conversations.

2. Quorn’s Roaring T-Rex Billboard

To promote its Roarsomes vegan nuggets, Quorn built an 8-foot-long animatronic dinosaur that appeared to be smashing through a billboard. The moving, roaring T-Rex was a playful nod to the product’s dinosaur-shaped food and drew huge attention on the streets.

📊 Results: The brand paired the billboard with an on-site food truck, turning the ad into an experiential marketing event that drove both foot traffic and online engagement.

3. Volkswagen’s Eco-Friendly Moss Billboard

As part of a sustainability initiative, Volkswagen created a billboard made of real moss that absorbed CO₂ from the air. The installation visually represented the environmental benefits of their electric ID.4 model, aligning the ad with the brand’s green messaging.

📊 Results: The campaign generated over 1.1 billion impressions and was widely covered in sustainability-focused publications.

How One Day Agency Can Help

At One Day Agency, we specialise in disruptive, high-impact advertising that cuts through the noise. Our team of creative strategists, designers, and media planners can help bring your special build OOH concept to life, whether it’s an interactive installation, a giant product replica, or a completely out-of-the-box execution.

💡 Concept & Creative Development – We craft bold ideas that align with your brand’s message and objectives.

📍 Location Strategy & Placement – We ensure your special build is positioned in the perfect spot to maximise visibility and engagement.

🔧 Production & Execution – From 3D design to final installation, we handle every detail to make your OOH vision a reality.

🚀 Amplification & Social Sharing – We don’t stop at physical presence—we ensure your OOH campaign gets traction online for maximum reach.