The newest freeway LED from Primedia Outdoor, went live last week, with the now ubiquitous “Bolt Speed” creative from Telkom.
The striking visual of Usein Bolt leaping from the starting blocks is particularly apt as an analogy of the race for digital dominance in the outdoor advertising industry. Digital is the new black in outdoor and this massive 4.5m x 18m behemoth puts Primedia Outdoor firmly in the lead of the large-format freeway digital space.
Telkom, who was also the initial client on the second Primedia freeway LED, will enjoy unparalleled exposure to what is arguably the highest traffic count in South Africa, if not the continent. The iconic, cantilevered structure towers over the N1 between the Rivonia Road offramp and the Bowling Road flyover, a beacon above the morning and evening, bumper-to-bumper crush of commuters.