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Billboards go LED route
Audi of South Africa and ad agency Ogilvy Johannesburg have created a billboard that makes use of LED technology as part of the highly anticipated launch of the new Audi A4. “The combination of LED technology and a wide-angled shot of the new Audi A4's front grille is a perfect combination of safety and style,” opines Ryan Blumrick, Audi brand manager. “It's a perfect encapsulation of the Audi philosophy of doing things differently for a better result.”
“By using LED lightbulbs in a billboard, not only are we able to recreate the striking visual impact of the Audi A4, but we can produce an illuminated piece of advertising that requires far less power than conventional billboards,” says Ogilvy creative director, Fran Luckin.
The A4 is Audi's most popular model, and the new edition features a range of Audi's pioneering design and technological advancements. However, its most striking feature is without a doubt its LED (light emitting diode) daytime running lights, which give the car a very distinctive character.
In addition, LED bulbs are specifically designed to provide greater visibility than conventional filament bulbs, they last over 100 times longer, they produce almost no heat, and since they are solid and withstand vibration and shock, they are the perfect option for automotive use.
For the billboards, fourteen 100mm LED lights were installed per headlight and each 100mm LED light consists of 44 individual LED lights. The number and strength of the lights vary slightly for the smaller billboards. The lights work from a 220-volt power supply that is connected to a day/night switch attached to the structure, which allows the lights to switch on at dusk and off at dawn.
The billboard has been erected at seven prime sights in Johannesburg and at Cape Town International Airport.
Ogilvy Johannesburg's creative team includes executive creative director, Gerry Human, creative director, Fran Luckin, art director, Mike Martin, copywriter, Alison Hingle and production co-ordinator Colleen Idle.
