What we built

We produced a golden square billboard campaign with a 3D product extension that broke out of the standard billboard frame. The oversized Berocca tube extended beyond the poster edge, creating depth and drawing attention on a busy Dublin road. The bold orange and green brand colours ensured maximum visibility from a distance.

The 3D extension was engineered to sit naturally against the billboard while clearly breaking the expected rectangular silhouette. From a distance, drivers and pedestrians saw the familiar Berocca branding. Up close, the physical depth of the tube extension made the installation feel as if the product were literally pushing its way off the billboard and into the real world.

Why 3D billboard extensions work for product launches

When launching a new product, the first job of outdoor advertising is to establish the product’s physical identity. People need to recognise the packaging on the shelf. A 3D billboard extension puts an oversized version of that packaging into the real world, building familiarity before the product even reaches the shop.

The physical extension also signals premium positioning. It tells the audience that this brand invested in something beyond a standard print run. For a health supplement competing with dozens of alternatives, that signal of investment and confidence matters at the point of purchase.

The XL Media approach

3D billboard extensions must be engineered to withstand wind loading while maintaining visual accuracy from multiple viewing angles. The Berocca tube was fabricated in-house to match the exact product design, then fitted to the structure with concealed mounting hardware.

– 3D product tube fabricated to match Berocca packaging

– Golden square poster production and installation

– Structural engineering for wind loading and weight

– On-site fitting by the XL Media crew

– Built for full campaign duration in all weather conditions