On one of those New York taxi top signs, I saw an ad for McDonalds. On the left, it had a large photo of one of their cheeseburgers. On the right side, much smaller, were the arches. So far, so expected. But the message was specific to the medium. It said, "Follow that burger," using the cliché, "Follow that cab" in a fresh, relevant manner.
Yes, it took a split second to "get it." But because of that, it was involving, memorable, and a good idea.
Here's a picture I took of another site specific message, this one even more grandiose. While I am not 100 percent sure that the message was as clear as it could be, the impact was undeniable. On the side of a building in Times Square, careerbuilder.com had posted a narrow orange sign, running along the front among the windows, and shaped like a zig-zagging arrow.
On the top of the arrow was: THE MAN. At the bottom of the arrow, pointing to the person on the street, was the word:YOU. In the middle of the arrow, connecting the two thoughts, was careerbuilder.com.
The point, nicely visualized, was that visiting careerbuilder.com could quickly and directly take you to the person who could hire you.
There is something good about taking advantage of the medium you are using to boost the impact of your communication. I don't mean that if your company makes a diet product to rush out, put a poster near a tunnel in your town, and slap on "The Light At The End Of The Tunnel." But you get the idea.