Positioned at the southbound side of the R21 freeway en route to OR Tambo international airport, the brand used the 60 by 15 metres space to launch its new F-Type roadster.
The billboard weighs 110 tonnes (about the same as 69 F-Types), required 600 tonnes of concrete to secure the massive steel pylons, took 8,000 man-hours to construct and uses 2,500 huge bolts to hold it all together.
The billboard went 'live' in early July, a week before the launch, making a fitting display for the brand's much-anticipated sports car. The shot features the distinctive rear-view of the V8-engine 364 kW flagship of the aluminium-bodied range.
"We're excited to be the first advertiser on this impressive site," says Peter Biven, marketing and communications director for Jaguar Land Rover South Africa and sub-Sahara Africa. "Marketing firsts like this are a rare commodity and befitting of such an iconic car such as this. We wanted to make a bold statement with this billboard and we're delighted at the result."
Approximately 100,0000 vehicles travel the route every day, ensuring maximum exposure for Jaguar's newcomer well into September. The new car has enjoyed a good reception in South Africa, with the powerful outdoor advertising one of the many ways in which awareness has been generated.
