Largest sequential LED-lit billboard at Scotts Square

SPH says it is the first time that an installation of such a scale has been launched in Singapore. The ad, measuring 50m by 11m, will light up every night at 7pm till next month.
SPH says it is the first time that an installation of such a scale has been launched in Singapore. The ad, measuring 50m by 11m, will light up every night at 7pm till next month.PHOTO: SINGAPORE PRESS HOLDINGS

The outdoor media arm of Singapore Press Holdings (SPH) has unveiled Singapore's largest sequential LED-lit billboard at Scotts Square.

The ad, measuring 50m by 11m, or the size of two tennis courts, promotes cognac brand Martell's latest campaign titled Icons Grow Bold and its new Martell VSOP Aged in Red Barrels.

It was done by retrofitting a large-format static billboard with sequential LED modules, and a 3D custom-built Martell VSOP Aged in Red Barrels bottle as the centrepiece.

The vertical backlit LED panels light up in a pre-determined sequence at regular intervals, and is scheduled to light up every night at 7pm till next month.

It is the first time that an installation of such a scale has been launched in Singapore, said SPH, which owns The Straits Times, in a statement yesterday.

Ms Julie Wee, product development director of SPHMBO, the outdoor media arm of SPH, said: "We are excited to partner with Martell on this landmark display which gives powerful creative treatment to a strategically placed outdoor site.

"We will continue to focus efforts on tailoring our solutions to create enhanced impressions and help build brands of the future."

 

Said Mr Aaron Yang, group brand manager of Martell distributor Per-nod Ricard Singapore: "The groundbreaking execution manages to capture the essence of modernity that Martell VSOP Aged in Red Barrels was meant to convey."

The ad targets younger adult consumers between 25 and 40 years old. The campaign is handled by media agency Mindshare and creative agency Ogilvy.

A version of this article appeared in the print edition of The Straits Times on October 19, 2018, with the headline 'Largest sequential LED-lit billboard at Scotts Square'. Print Edition | Subscribe