Why Samsung Turned a Russian Building Into a Massive Digital Billboard

Promotes the size of its phones

Samsung makes big smartphones and now has a clever way to advertise just how big they are in Europe.

This week, the brand installed a massive 80-by-40 meter digital billboard onto the side of a building that runs alongside the Volokolamsk highway in Sokol, Russia that plays up the size of the Galaxy S7 Edge phone, which has a 5.5-inch screen and weighs roughly 5.54 ounces. To compare, Apple's iPhone 6S has a 4.7-inch screen and clocks in at 5.04 ounces.

The building-sized billboard is positioned in a spot that Samsung claims gets seen by 800,000 people every day and can be seen as far away as 2.2 kilometers (or about 1.3 miles) away. A rep for Samsung Russia said the brand worked with Starcom MediaVest to secure the media placement on the biggest "media façade" in Europe.

It's not the first time that Samsung's gone big on out-of-home advertising. Last year, the brand worked with Leo Burnett Argentina to design a truck with wireless cameras and outdoor monitors around it to help truckers better keep tabs on other vehicles on the road. "Safety Truck" also nabbed Samsung Adweek's Gravity Award, the top award in the Project Isaac Awards.

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