The idea that ‘bigger is better’ is popular in experiential marketing. Oversized marketing uses larger-than-life displays and visuals to create bold experiences. This strategy is a type of guerilla marketing, going beyond the expected. However, oversized marketing is different from guerrilla marketing because its larger budget and has a bigger visual impact. Guerilla marketing, on the other hand, is cheaper and becomes viral through surprise. 

Whether it’s a large-scale campaign or exaggerated storytelling, oversized marketing is all about amplification. This tactic uses size and spectacle to grab attention quickly, which leads to more engagement and better brand recognition and visibility.

A Court of Thorns and Roses giant nook, a giant MAC lipstick, and the Adidas Superstar giant shoe.

Key Takeaways:

The Psychology Behind Larger-Than-Life Displays

Oversized marketing displays create a powerful psychological impact. By disrupting the perception of scale, these larger-than-life visuals create a sense of awe and immersion. This prompts consumers to pay closer attention and view the displayed subject as more important. 

Here’s how oversized marketing achieves this:

  • The psychology of awe: Large-scale campaigns captivate audiences, fostering a feeling of transcendence. This makes consumers more receptive and experiences more memorable, allowing brands to create lasting impressions.
  • The significance of scale: Humans naturally perceive larger objects as more important and valuable. This concept influences various fields, including art, advertising and consumer choices.
  • The effect of distortion: By using unnaturally large images, these larger-than-life displays distort reality to capture attention and focus viewers on the intended messages.
  • The pull of a bigger canvas: Larger, eye-catching displays, like those in Times Square, offer a bigger canvas for dynamic, high-quality content.

3 Brands That Capitalized on Large-Scale Campaigns

Here are distinct examples of how The Bernard Group partnered with leading brands to leverage oversized marketing, turning heads and headlines:

1. Adidas Superstar Giant Shoe

Giant Adidas Superstar shoe propped on a black and white iconic stand
Wide view of the full Adidas Superstar display is Dick's Sporting Goods

Adidas went big into Dick’s Sporting Goods (DSG) with a giant version of their iconic Superstar shoe – a huge 6-foot-long and 125 pound symbol of the brand’s timeless fashion and athletic versatility. The Bernard Group designed, developed, built, printed, packed and installed 6 custom-fabricated shoes and curated larger-than-life displays. 

Placed in high-traffic DSG retail environments, the giant shoe became a popular photo opportunity for athletes picking up their latest Adidas streetwear. This installation not only showcased the product but also served as a programmable, show stopping activation for Adidas. 

Experience the Scale: See How TBG Installed the Adidas Giant Shoe

2. Sarah J. Maas Giant ACOTAR Book

A 3-d render of the giant A Court of Thorns and Roses book
The giant book in a library where shoppers can take a picture with the larger-than-life display

To celebrate the 10th anniversary of the first book in Sarah J. Maas’s #1 bestselling A Court of Thorns and Roses (ACOTAR) series, Bloomsbury Publishing wanted a full branded experience, not just a simple backdrop. The Bernard Group worked with Bloomsbury Publishing, using oversized marketing, to create a giant replica of their ACOTAR book in bookstores across the United States and Canada. 

The ACOTAR book was open to the beginning of Chapter 21, potentially hinting at its significance for future books. The bookmark featured the quote, “Don’t let the hard days win,” a popular message of resilience and perseverance from Maas’s book series. 

This wasn’t just a prop; it was a conversation starter that went viral on #booktok. Shoppers stopped to take selfies with the larger-than-life display and shared their excitement on social media platforms, generating significant buzz for the next book release. This large-scale campaign showed genuine curiosity and virality.   

“The attention and praise it received in store was so amazing to see. People were in the comment section planning out road trips just to get a photo with their friends in front of this display. There were even discussions from fans as to which iconic page was being shown…Seeing the impact this project had on fans was a priceless experience.” – 2D Designer, The Bernard Group

“It’s always fascinating to watch our team’s collective effort bring a concept to life. Each person’s contribution was essential in taking the design from a rendering to something tangible. It’s been especially rewarding to see it being shared on social media as people interact with the final piece.” – 3D Designer, The Bernard Group


Want to make your next product launch unforgettable? Discover how TBG can create an eye-catching display for your brand! 

3. MAC Larger-than-life Lipstick

The window display of a MAC Cosmetics store featuring MACixmal iconic matte lipstick. The are window clings of the different shades of lipstick at the bottom. And the giant lipstick in the center.

The Bernard Group partnered with MAC to create a 12-foot branded lipstick display for their MACximal Silky Matte Lipstick. This display’s “maxed out” features directly communicated a sense of “more” and “bigger”, perfectly aligning with MAC’s image of bold color and artistry. 

To promote repurposing and sustainability, the giant lipsticks’ shade alternated to align with different campaigns. The lipstick’s tube was 3D printed using vac metalization.

The key benefits of oversized marketing in the beauty industry include:

  • Amplifying their bold brand narratives
  • Cultivating an immersive experience 
  • Creating compelling photo opportunities for social media 
  • Evoking the “wow” effect among a saturated market

Ready for Your Close-Up? See how TBG transforms beauty merchandising.

Is oversized marketing right for your brand?

A large-scale campaign is more than just a trend; it’s a proven strategy for brands looking to make a lasting impression in an “attention” economy. It’s about creating unique, branded experiences that capture attention and drive conversions. 

Are you ready to think BIG with The Bernard Group? Let’s create something extraordinary together! Get in touch with us today! 

FAQ

How to make oversized marketing sustainable?

To make oversized marketing sustainable, brands should focus on eco-friendly materials, limit non-renewable resources, reduce weight and waste, utilize a closed-loop recycling program and partner with a carbon-neutral company (like The Bernard Group). Here at TBG, we are committed to authenticity and transparency about our sustainable efforts and reporting. 

What is vac metalization?

Vacuum metalization is a 3D print post-processing technique that utilizes a vacuum chamber to apply a thin, reflective metallic coating to a part. This process is frequently paired with 3D printing to produce high-quality prototypes and final products with a metallic sheen.