Fletcher's Guerilla Billboard Program Invades Atlanta

Once again outdoor is the place to be creative in this town. With trillions of drivers schlepped over the wheel every day on 400, 75, 85, and 20, advertisers know they are hopelessly captured to view/hear the advertising that is out there. Satellite and the ipod have put a dent in the the terrestrial radio audience so the place to be is on the street. Required minimum stays and expensive production and labor cost make it tough to grab the spontaniety demanded of today's consumer communication. Until now.

Arby's or Arby's agency Fletcher Martin has developed a way to get people to think Arbys by hoisting baloons off billboards all over town at rush hour. This is smart, engaging and gets the message out in a broad way at a limited expense. At Van Winkle & Associates we tried this same sort of strategy with ariel banners for our client Great Clips. While our effort was a clear 7, I'll give them a 9.

If anyone knows how this was put together please respond.