Boston Dealer Group Asked To Change Upside-Down Billboards

A dealer group out of Massachusetts wanted to make a splash with their advertising, which is exactly what happened, just not in the manner they were expecting.

The Prime Motor Group is being asked to change their upside-down billboards. Prime Motor operates 25 stores and represents 20 brands in the Boston, Cape Cod, New Hampshire and southern Maine area. The dealer group put the billboards upside down in order to represent turning the retail automotive industry upside down. The billboards are placed along the Massachusetts Turnpike and Interstate 95.

According to reports, the upside down billboards have led to consumers pulling over to get a photo, calling the store to tell them how great of an idea the advertising is and calling the dealership worried that the billboards were put upside-down by mistake. However, the most recent interest was from a motorist who complained to the Massachusetts highway department, who contacted an organization which owns some of the billboards, who in turn asked Prime Motors to change their ad campaign. The driver who complained felt the upside-down billboard was a distraction and thus unsafe.

Dave Rosenberg, the chief executive of the Prime Motor Group, spoke to the Boston Globe on this issue saying, “We’ll still be creative and we’ll have part of it upside down. but we don’t want it to be an unsafe situation.” Prime Motors will be putting up new billboards soon and is working with charities in order to make a “significant contribution” toward stopping distracted driving in the future.

What is your take on how the billboards were changed, as it seems that one motorist with a call to the transportation department made a major impact? Finally, what other dealer ad campaigns have you seen truly catch the attention of consumers?