This German DIY Store Promoted Renovation Products by Renovating Buildings
Here's an interesting use of outdoor advertising. Engaged in a epic price war with the competition, German do-it-yourself store OBI hooked up with Jung von Matt which create billboards with a unique goal.
Answering the question "Why promote things that make our homes more beautiful, with advertising that makes everything look uglier?", Jung von Matt created billboards by actually renovating sections on run down buildings near OBI stores.
The boards demonstrate what can be done with OBI products in real world scenarios people can understand. And the billboards permanently beautify the area. Instead of making it uglier with price-war messaging.