- Client
- Pentagon Real Estate
- Development
- Mainland Park
- What we did
- Billboard design & execution
- Site
- Lagos–Ibadan Expressway
See it in place
The challenge
A billboard on a motorway gets about three seconds at seventy kilometres an hour. Most of them waste it.
Pentagon Real Estate needed to drive enquiries for Mainland Park from traffic on the Lagos–Ibadan Expressway. The temptation with property advertising is to crowd the board — every amenity, every floor plan, every phone number — because the developer knows how much there is to say.
At road speed that guarantees nothing is read at all.
What we did
- One message, readable at speed“Make It Yours Forever” carries the board. It is the idea a driver can hold after the board is behind them, which is the only thing that matters at that distance.
- The property does the sellingReal photography of the development rather than renders or stock. Buyers at this price point can tell the difference, and the difference is trust.
- One action, sized to be caughtThe phone number set large enough to be read from the carriageway, with the site office located against a landmark drivers already know — not an address they would have to write down.
The impact
Thirty per cent more enquiries inside the first month, from a single placement. Environmental design is the part of branding that gets treated as a print job — this is what it is worth when it is treated as design.
What this involved
