Phantom Blog

Fill yer trolley

How to shop for supermarket customers.

The local supermarket has become the local town square. Lockdown or no lockdown, we all need food – and if you can’t grow it or catch it, you’ll need to head to the nearest large-format grocery retailer (along with everyone else).

At Phantom Billstickers, we’re obsessed with street movements. Before anyone had heard of Covid-19, we were mapping the addresses of New Zealand’s supermarkets. We compared this data to our street poster network – and had a bright idea.

What say we overlaid our poster sites onto a map of the nation’s supermarkets? That would make it easy for marketers to reach huge numbers of people who were on a mission to fill their trolleys.

So that’s what we did.



The easy way to buy an audience.

Phantom has put this data into an interactive planning tool. With a few clicks you can select supermarkets down to the individual store level, and see which Phantom sites are located nearby. You can buy a nationwide schedule or cherry-pick the stores that stock your product. It’s all up for grabs.

Then all you have to do is request a quote. The planning tool makes that easy, too.

If you’re curious, we’ve also got some intriguing new case studies that show how street posters near supermarket sites can trigger a sales surge. Coordinate your Phantom schedule with your PR, digital or TV campaign, and watch how your target audience reacts.

Shopping for shoppers has never been easier.


Lion launches new Tokyo Dry campaign

Slice of the streets

Lion breweries used Phantom’s extensive list of iconic street poster sites to launch their new campaign for Tokyo Dry. The campaign got Japanese artists to reimagine Dave Dobbyn’s classic song slice of heaven. The results were some outstanding street poster creatives that got heads turning and eyeballs looking. Check out the stunning takeover at 304 Queen Street, Auckland

Summer Festivals with Phantom Billstickers

Get ready for a summer of festivals and arts, brought to you by Phantom.

We’re not promoters or performers (well, not full-time performers). But we’re proud to say that summer gigs and festivals wouldn’t be the same without our posters.

At last count, there were well over 200 festivals, gigs and outdoor events booked into Phantom’s poster frames. All the biggies are there –SploreWomadLanewayWondergardenand Pride (both Auckland and Wellington) – as well as a host of niche festivals. Fancy heading to the Summer of Pinot or Whare Flat Folk Festival? Our street posters will give you the heads-up.

Festivals splore music festival street posters out of home


Even in this age of websites and social media, promoters know nothing beats a street poster when you want to reach the casual fans and trigger ticket sales. They can also fit all their acts and attractions into one of our frames, so fans can see at a glance who’s going to be on stage. Try doing that with a tweet.

Summer’s when New Zealand lives outdoors. Your campaign should, too.

How Deadly Ponies set off a sticker stampede

How Deadly Ponies set off a sticker stampede.

A poster can be more than just a poster. It can be a giant sticker, for example.

When the team at Deadly Ponies wanted to promote their My Little Pony Collection in 2017, they came up with the idea of street posters centred around #MeetShadow – their very own My Little Pony. What if the poster was actually a giant sticker? That would make it both interactive and collectable.

As Managing Director Steven Boyd says, it was an idea they hadn’t seen before. “We thought it was pretty unique at the time – executing it was always going to be the challenge.”

Working with Phantom Billstickers, the Deadly Ponies team solved the technical challenges inherent in a sticker-poster and put together a schedule weighted towards sites near Deadly Ponies stores.

So what did the campaign look like – and what made it distinctive?

“Because the poster was a large sticker, Shadow could be removed and put somewhere else,” says Steven. “We designed it so that it left behind the silhouette. Since the My Little Pony shape is so distinctive, the campaign still worked even when the pony sticker was removed.”


deadly ponies creative install interactive media out of home

Deadly Ponies street posters interactive media creative installs street posters

Social media takes it to the next level.

As the sticker-posters went up, Deadly Ponies leveraged the power of its brand via social media networks. Phantom Billstickers also promoted the campaign to its 30,000 Facebook followers. The result was a viral sensation.

“It received a huge amount of traction on social media, particularly among those who nabbed Shadow and were posting pictures of him on their bedroom wall and other random places” says Steven.

Kasmira Munro, the Phantom Billstickers Account Manager who worked with Deadly Ponies on the campaign, confirms that things got crazy.

“We had people calling into the office and messaging Phantom through social media to find out where the poster locations were so they could grab a sticker,” she says.

Steven Boyd is pleased with the buzz generated by an interactive street poster and clever targeting. “Our campaigns are usually pretty distinctive, so it is a great way to be seen by our customers who happen to be right near one of our retail stores,” he says.

If your brand has passionate fans, why not make the most of street posters to reach them when they’re out and about? Get creative, like Deadly Ponies did, and make sure you amplify your message via social media. Then you can take advantage of the best media of all: word of mouth.

deadly ponies street posters creative installs out of home media


Birkenstock chose street posters, should you?

A shout-out for Birkenstock

We love all kinds of posters, whether they’re splashy, psychedelic, minimal, or just plain intriguing. One thing that never goes out of style is the power of a striking, simple image.

This recent campaign for Birkenstock proves it.

It’s a beautifully shot, artfully cropped picture of a sandal with some discreet branding. When you have a heritage like Birkenstock’s you can strip the message down to its essentials and rely on the sophistication of your design to make an impact. In a world where people are constantly bombarded by shouty messages, a brand that has the confidence to dial things back can really stand out.

birkenstock sandals new zealand out of home poster advertising

Congratulations to Birkenstock for making the most of the medium. The summer months, when foot traffic peaks at most of our 6,500 poster frames around New Zealand, is the perfect time to hit the streets with a footwear campaign.

Now it’s your turn…

Street posters work brilliantly over summer when New Zealand is out and about. Got a product or event you want to make famous? Contact us now.