That is quite a tall sign!

Not so long ago, a company named Apple, known for the notoriously famous iPhone and Macintosh computers decided it will invest a ridiculously large amount of its hard-earned money on a single commercial sign that would be hoisted only for a few hours before being taken down permanently. Quite a lot of people laughed at the idea and decided Apple had lost it completely. However, what happened next became the epitome of marketing, an example that will go down in history as one of the most ambitious and fruitful strategies ever devised.

Right within the Emaar square in Dubai stands the 820+ meters tall Burj Khalifa. This is currently the tallest building in the world. It is hailed as one of the most visited buildings on earth as millions of people and travelers come in throughout the year to witness the engineering marvel and gaze upon its sheer height. No doubt, major companies already knew about its existence and this is where Apple took a gamble. They decided to have a commercial sign made, matching the height of the tower itself and be displayed for the world to see for a few hours.

No company on earth had ever designed a sign this tall and this big. This was the first of its kind and amazingly, it was pulled off with rather elegant results. This was then hoisted up using supporting beams to keep the massive commercial sign from flying away.

The sign was raised and hoisted for a few hours as planned but the audience it gathered was staggering. The international media also poured in and this dramatically increased the number of sales for apple within the next 24 hours. This is the power of a well-placed sign, which is why the world continues to use these signs despite being in the age of the internet.