Sometimes, it doesn’t take a full-blown campaign to make an impression. That’s exactly what PSD Bank thought when looking for a distinctive way to highlight its Steglitz office. And so, they decided to put the advertising pillars in their catchment area to the test.
Around the Handjerystraße location, several media options made it to the shortlist: street clocks, lamppost ads, exclusive pillars, and large-format billboards. Each was evaluated strategically in relation to the site. While the clock ads continue to turn reliably year after year, the exclusive advertising pillar ultimately took gold for PSD Bank and deservedly so.
The pillar has a strong and confident presence in the streetscape. Standing right on the sidewalk, it meets every passerby at eye level. Pedestrians, cyclists, and even drivers can’t miss the large, striking visuals. It can’t be blocked by parked cars or hidden by trees: it’s always right there, front and center.
Each pillar can be booked individually, and only the locations that truly fit the concept make it to the final round. Sometimes, a large billboard sneaks in at the last minute and wins the internal race. Healthy competition keeps the advertising world vibrant, after all.
Pillars, like billboards, are booked in ten-day cycles. That means fresh creative can be added every ten days, keeping the content relevant and exciting for people in the area. Every update brings new energy: a fresh message, a new design, a different reason to stop and look. Compared to year-round media that never change, the pillar offers unbeatable flexibility and liveliness.
Exclusive pillars also stand out for another reason: they have no direct competition. There’s no second pillar beside them, no neighboring poster crowding the view. The message doesn’t have to shout to be seen — it simply commands attention by presence alone.
Poster formats are flexible, too. One period might showcase a bold 8/1 design covering the entire pillar, while the next could feature a colorful checkerboard of A1 posters for a playful variety. Berlin stands for diversity and the pillar reflects that spirit perfectly. It evolves with the seasons and stories: open house events, rate changes, new opening hours, or special offers.
In that way, the pillar becomes more than just an ad space … it’s a street-level ambassador for the brand. We wish PSD Bank every success with its new (sales) colleague out there on the streets, connecting with the community day after day.