What we learned pasting 120 posters in Antwerp

Ferro needed people to walk into one shop on a side street. We skipped paid social and printed posters instead.

One address, set large

Every poster carried the same portrait and the shop address at the size most brands give their logo. We pasted them over two nights on walls the city rents out for posters, all within a kilometre of the shop.

What worked

Visits went up by forty percent in the first week. The posters that worked best were the ones closest to a tram stop, where people stand still for a few minutes.

Nobody reads a poster while walking. They read it while waiting.

The website had one job, a single button with directions to the shop. It was pressed more often than any other link on the site.