Unconventional out-of-home ad tactics set Visible apart from mass mobile carriers, using IRL activations to convey its consumer experience rather than talk up its services

Visible is a telecom company using dynamic and theater-inspired ad techniques to draw in customers. Some of the off-the-beaten-path campaigns include popup activations, like The 404 Store Not Found.

The concept was taken to several cities across the nation, and involved Visible setting up shop in vacant areas and painting the storefronts with its company color and the”404 Store Not Found”slogan. Other installations include a fake phone store, featuring actors as salespeople and prop products to illustrate the difference between Visible and less transparent competitor providers. and a South by Southwest transparent recording studio called “Music Box” that allowed people to record a quick tune.

Visible also converted bus stations into various sets, from a bathtub to a ski lift, to play up its “phone service from anywhere” tagline. The goal of taking this experiential approach to advertising campaigns is to stand out from mass market competitors, hoping to drive engagement and spread awareness by making memorable connections with potential customers. Visible's chief marketing officer, Minjae Ormes, said, “These activations help organically spread the word. They give us interesting ways to go where customers are. I didn’t want to lose the stickiness of in-person interactions that stores provide, so the popups are a great way to connect with consumers.”

Visible

Visible is a telecom company using dynamic and theater-inspired ad techniques to draw in customers. Some of the off-the-beaten-path campaigns include popup activations, like The 404 Store Not Found.

The concept was taken to several cities across the nation, and involved Visible setting up shop in vacant areas and painting the storefronts with its company color and the”404 Store Not Found”slogan. Other installations include a fake phone store, featuring actors as salespeople and prop products to illustrate the difference between Visible and less transparent competitor providers. and a South by Southwest transparent recording studio called “Music Box” that allowed people to record a quick tune.