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SPH puts up Singapore's largest sequential LED-lit billboard

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The ad space at Scotts Square measures 50 metres by 11 metres or the size of two tennis courts.

Singapore

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

The ad space, measuring 50 metres by 11 metres or the size of two tennis courts, promotes cognac brand Martell's latest campaign, Icons Grow Bold, and the 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 day at 7pm between September and November this year.

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This is the first time an installation of such scale is launched in Singapore, SPH said in a Thursday statement.

Julie Wee, product development director of SPH's outdoor media arm SPHMBO, 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."

Aaron Yang, group brand manager of Pernod Ricard Singapore, said: "The ground-breaking 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 aged between 25 and 40 years old. The campaign is handled by media agency Mindshare and creative agency Ogilvy.