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Pernod Ricard brand's Martell has unveiled Singapore’s largest sequential LED-lit billboard for its campaign 'Icons Grow Bold.'

Martell collaborated with SPHMBO, the outdoor media arm of Singapore Press Holdings (SPH) for the OOH campaign, conceptualised by Ogilvy and Mindshare, with the aim to target consumers between 25 and 40 years old.

The L-shaped billboard is situated at Scotts Square, a luxury boutique mall in Orchard’s shopping belt. It measures 50 metres by 11 metres and features a Martell VSOP Aged in Red Barrels bottle as the centrepiece of the installation. The structure is further integrated with a backdrop of stand-out imagery powered by vertical backlit LED panels, each illuminated at a pre-determined sequence at regular intervals.

The OOH is scheduled to illuminate at the Singapore’s premier shopping district every night at 7pm until November 2018.

Aaron Yang, group brand manager of Pernod Ricard Singapore said: “The ground-breaking execution manages to capture the essence of modernity that Martell VSOP Aged in Red Barrels was meant to convey."

Julie Wee, product development director of SPHMBO, said: “We are excited to partner with Martell on this landmark display which gives powerful creative treatment to a strategically-placed outdoor site. We will continue to focus efforts on tailoring our solutions to create enhanced impressions and help build brands of the future.”