Why Superdry’s 3D billboard is “so much more than a gimmick”

Global apparel brand Superdry is embracing innovative new advertising technology with its use of 3D billboards in Melbourne’s CBD.

The brand’s “Jackets Worth Exploring” campaign includes what is reported to be the first use of a 3D billboard by a fashion retailer in Australia. Located over six stories on the corner of Bourke Street and Lonsdale Street, the billboard will show six 3D videos, which will also be shared across Superdry’s website and social media platforms.

The campaign, which will run for two months, is part of a collaboration between Superdry and the CLMG agency. It follows in the footsteps of other retailers – like Louis Vuitton in Tokyo and Prada in New York – which have utilised 3D billboards to captivate passers-by, and grab their attention.

Superdry Australia and New Zealand general manager Alastair Davies said that he was thrilled to be the first fashion brand in Australia to leverage the power of a 3D billboard.

“At Superdry, we are always pushing boundaries and seeking innovative ways to connect with our customers. This unique advertising channel allows us to create an unforgettable experience, emphasising the excitement and exploration that our jackets inspire,” he said.

The campaign raises the broader question – how will the advancement of 3D and other technologies change the face of marketing and advertising within the retail industry?

Pushed further

Partner and CEO of the General Store Matt Newell told Inside Retail that 3D billboards serve a fundamental purpose of  advertising – attracting attention to brands and products.

As these billboards require significant investment, he explained that the execution of 3D campaigns is often very strong. 

He commended the innovation behind the Superdry campaign, while also stating that there’s room for even more risk and innovation moving forward. Newell added that the most successful 3D billboards transcend advertising, and explore art and content that people are eager to see.

He cited the collaboration between Balenciaga and Fortnite, as well as the partnership between Louis Vuitton and Yayoi Kusama, which amassed traffic and traction on social media.

“When Louis Vuitton did their big campaign with [Kusama], they covered their store in polka dots, had vans driving around that were covered in polka dots and had a 3D billboard featuring polka dots. It was leaning into the culture, which is what made it,” he said.

“It blew up on social media which – in addition to the out-of-home traffic – made it hugely effective.”

Newell also pointed to the Nike Air Max 3D billboard which, he noted, was executed like a public artwork display.

“The Superdry campaign is better than a static billboard [in capturing public attention] but it could be pushed even further,” he said.

In store media

While Superdry appears to be the first fashion brand to embrace 3D billboards in Australia, other organisations – including the AFL – have harnessed this technology to drive audience engagement.

Newell predicted that, as the technology becomes cheaper over time, more and more retailers will explore its potential. However, he noted that there are certain limitations attached to 3D billboards

Beyond the expense, Newell said that the effect only works from certain angles, with people needing to be in specific positions in order to properly appreciate it. He added that wrap-around billboards tend to create a more profound three-dimensional experience.  

Regarding other emerging technologies, Newell believes that virtual worlds were particularly popular in 2022, before dropping off this year. But, he said that virtual reality will have a strong role to play moving forward – particularly among youth, gaming and fashion brands.

Newell also highlighted the growing interest in in-store media. “Serving up the right type of ads in those channels [is] something that a lot of retailers are looking into at the moment,” he said.

The future?

Newell added that it’s great to see brands like Superdry embracing new types of technologies in order to push the boundaries within their marketing campaigns. 

“It’s so much more than a gimmick,” he said. “I think it’s technology with real value, and it is aligned with what you want out of advertising, which is to attract attention,” he said.

“It definitely has a future.”

The post Why Superdry’s 3D billboard is “so much more than a gimmick” appeared first on Inside Retail.