DIY in Geneva

Someone'll see it!

This is the advertising Migros bought on a billboard outside our apartment. It has been vexing me for the past few days, because I have been trying to work out why it is here.  I'm struggling to  understand why the media buyer at Migros thought this would be a good place for this particular ad for their DIY store.
Every building on our street is an apartment block, with no garden anywhere, and off the top of my head the nearest house with garden is three roads over from the ad.

The ad is just off one of the main roads in to the city, though it isn't ideally placed for in a driver's eye-line and  footfall on the street is pretty low. So I reckon it'll attract very few passers-by.

The ad shows a large garden furniture set including table; not top of the list of summer gear for apartment dwellers. Is this an example of the advertising industry's famed diagonal thinking, "get the customer to do the lateral thinking and they'll sell to themselves"? Am I supposed to think "ah hah! Micros DO IT, maybe I'll get my window boxes from there this year"? In which case wouldn't it be more creative to actually offer some ideas for products you can use on a balcony, or indoors?

The same ad is on another billboard about 100m up the street. Between the two billboards I counted roughly 30 apartments that probably would shop at Migros DO IT, maybe 10% of all apartments in line of sight of the billboard (not with line of sight of the billboard). These 30 apartments had plants, window boxes, sun shades, trees, planters, step ladders and the like visible on their balconies. So my questions to Migros are why not think a little less diagonally and a little more laterally? Why not encourage those residents who like to dress up their balconies and offer a little inspiration to those who don't?

So I am still wondering why Mirgos DO IT posted this advert in this location. The only other thing that might have factored was the warm weather at the end of February. Warm weather = garden sprucing. Still doesn't excuse the location though.

An iPad Aside
I tried to post this using the house iPad.  Just a couple of things I noticed about this device; typing on it is hard, not least because the touch screen reduces usability of the cursor; and the photo isn't great and couldn't  be uploaded to Blogger, which was pretty much the point of trying to use it in the first place.
Leave me a note to berate me about my Apple ignorance if you will, I'm happy to be corrected!