To remind South Africans about these exciting destinations, we turned billboards into the starting points of extraordinary adventures. Our billboards show, as the crow flies, the distance to well-known and iconic outdoor 4x4 destinations across southern Africa. Reminding and challenging people to go explore.

The billboards appealed effectively to the target market’s sense of adventure. Sales of the Freelander 2 almost doubled – increasing by 92% from the previous month.