It's like parking over 260 mu-Xs
If you've recently travelled and hit the Olifantsfontein onramp on the N1 junction as you are heading north from Johannesburg towards Pretoria or if you're heading South through the Brakfontein interchange, you will spot a 3,042m² billboard - the biggest in the country - that features The Bold and The Beautiful. The new ISUZU D-MAX and ISUZU mu-X, respectively.
This site is the largest approved roadside site in the country. With a total size of 3,042m², it's like fitting over 260 mu-X cars if it were a parking lot!
It is significant in size compared to average large format roadside sites of 900m2 and the sheer magnitude of the production behind the wrap is a story on its own - with individual panels of 5m each (taking up the size of a warehouse), all pieced together by hand by a team of 20 people to make this happen, to form a giant completed puzzle showcasing our vehicles while amplifying our market positioning.
One couldn't ignore a screen of this size for the full duration of the 800m+ run-up, particularly as this stretch of highway is infamous for routinely being highly congested.
With Out-of-Home (OOH) being a key media choice for ISUZU, we couldn't pass up the opportunity to showcase our much-loved 7-seater SUV and our boldest bakkie yet, the new generation D-MAX.
Big creative, bolder impact
Emanating from our brand belief that our vehicles play an enabling role in the everyday needs of Mzansi, our products provide the comfort, reliability and durability our Customers have come to expect. The OOH creative, therefore, asks the consummate question: When are you getting yours?
Since its installation on 26 May 2023, we have seen impressive results already. The site is visible to more than 330,000 cars per day!
Not only are we seeing the impact on sales, but we are also positively impacting the environment through this campaign. Media owners, Epic Outdoor, repurpose and recycle the old vinyl material and donate it to farmers who use them as flooring for storage tanks and similar operations. The materials are also donated to a conservation park in the Waterberg in Limpopo to create a man-made watering hole for the animals.
Reliability and versatility
When our Customers need to move their family and their business, as they tackle everyday chores or make memorable travels, they trust ISUZU to provide them with durable, reliable and versatile vehicles while still enjoying luxurious comfort.
As a brand, we've always talked about doing BOLD things that allow our audience to do more in their lives, enabling them to reach the next milestone and summit in their lives. This execution gives our brand the opportunity to show up as such and is a significant (r)evolution in our journey as a brand.