Continental Outdoor Media and Vodacom collaborated in Lesotho to promote internet usage with four supersized billboards. The majority of the people in Lesotho still do not have access to the internet and this initiative is promoting the use of digital technology with cutting edge creative. The billboards poke fun at the local community while simultaneously displaying aspirational images.
According to BuddeComm the estimated market penetration rates in Lesotho’s telecoms sector in 2013 are 71% for mobile or cellphones, 1.7% for landlines and only 5.6% for the internet. These giant billboards that promote development and the sharing of information can be found in maximum reach areas around Maseru – on high pedestrian traffic areas and on major arterials.
“Continental Outdoor Media is committed to driving innovation in the markets in which we operate, like Lesotho,” said Adelaide Mckelvey, director for the rest of Africa at Continental Outdoor Media.