VAST redefines billboard advertising with Bill is Bored campaign

VAST Billboards and creative agency Antony & Mates have teamed up to redefine billboard advertising with “Bill Is Bored,” a campaign that turns a static medium into an interactive experience.

The campaign, running nationwide in Auckland, Taupo, Napier and across the South Island, stars Bill, an 8-bit animated character who calls on passersby to help cure his boredom by interacting with him.

Viewers are directed to billisbored.com where they can shape Bill’s journey, suggesting meals he could cook, pets he could adopt or even giving him a compliment. They can also vote on the next billboard message, driving engagement in a way that’s fresh for the format.

The results speak volumes: over 4,860 visits to the website in just one month with 1,930 users converting through form submissions – a 40% conversion rate. By holding back VAST’s branding initially, the campaign sparked curiosity and transformed billboards into gateways to deeper digital engagement.

Gary Rosewarne Head of Growth Strategy at VAST Billboards, shared his perspective on the campaign’s success, saying, “Our goal was to show that billboards can do more than brand awareness, they can drive meaningful engagement and measurable actions.

“Bill’s journey from billboard to website highlights the power of outdoor advertising when it’s paired with digital interactivity. These results demonstrate how creativity can turn a traditional medium into a powerful tool for connection.”

This campaign shows how out-of-home (OOH) advertising can attract interest, build connections and drive online engagement. It demonstrates that billboards are a key part of multi-channel marketing effectively working alongside digital channels.

Peter Glasson, Partner at Antony & Mates, adds, “Bill brought a new layer of connection to the billboard format, inviting audiences to engage with a character they could shape and follow. By giving Bill a story, we transformed outdoor advertising into an interactive experience, showing just how engaging a digital billboard can be. Big thanks to VAST Billboards for the fantastic brief that allowed us to challenge perceptions of what out of home can achieve and the power of great, engaging creative.”

For more information about VAST Billboards and the “Bill Is Bored” campaign, view the case study here.