Coca-Cola South Africa has bought exclusive rights, for three years, to Primedia Outdoor’s second super LED-screen billboard. This one is situated along the stretch of the M1 North, between Grayston Drive and Marlboro Drive where it is bound to catch the attention of north bound commuters.
The OOH company held a 6.30pm launch, giving guests the chance to see Coca-Cola’s high resolution, bright messages to their best effect. “The erection of this super LED is in line with our strategy to expand our digital portfolio, specifically within the large format arena,” said CEO of Primedia Outdoor, Dave Roberts, adding that securing the council approval for the digital board was no easy task but well worth the effort.
The screen, manufactured by the world’s premier LED manufacturer, Daktronics, is 4.5m by 18m and has 4.2 tons of LED technology on board. It uses up to 75% less power than equivalent low-cost screens sourced from the East to achieve the same brightness. Over 1 687 620 vehicles per month drive past the site. New material can go up in an hour.
