“Advertising is an instrument of sales-promoting communication and thus an important pillar of any company.” The Chair of the Board of SILAG Group, Siegfried Lapawa, applied this principle to the acquisition of the new Head Offices on the busy A3 and converted the facade of the new warehouse tower into an ideal site for a “can’t miss it” advertising hoarding providing an awareness level that has since become interregional.
The impressive billboard with an advertising space of nearly 450 m² became established in the market within two and a half years as the largest autobahn site in Germany. This mega-area achieves an extraordinary level of awareness on the three-lane carriageway of the A3 between the conurbations of Cologne and Düsseldorf, right at the Hilden interchange and emphasised by the uniqueness of the site. This maximum advertising effect in comparison to other media is also confirmed by the renowned Siegfried Vögele Institute, in cooperation with the Frauenhofer Institute.
These facts are also underlined by measurements by the GFK Group, one of the world’s biggest market-research companies. According to them, the figure for memorable contacts per hour is about 50 times higher than for other large-area advertisements.
This site offers the highest-quality visual communication for outdoor use. Large-dimensional motifs, product illustrations or logos can no longer be missed. Europe-wide large runs, national campaigns or even individual promotions can all be placed. The surface quality is maintained daily in order to optimize customers’ campaigns. “Customer focus is at the forefront of our company’s trading”, says Siegfried Lapawa. Orders have been booked from concerns such as VW, Deutsche Post AG, DHL or A.T.U. Due to the high usage of the hoarding, a similar advertisement is planned for the opposite direction of the autobahn.