In the world of Out of Home (OOH) advertising, creativity and impact go hand-in-hand. Recently, Africa witnessed a first-of-its-kind innovation when TransUnion launched a peelable billboard in Johannesburg, an activation that quite literally brought the city to a standstill.
Alliance Media, Africa’s largest OOH company, are proud to have played a role in this bold initiative, which goes beyond capturing attention to inspire meaningful change.
Peeling Back Misconceptions with Interactive OOH Advertising
The campaign introduced an innovative concept in OOH advertising, inviting passersby to physically peel away layers of the billboard to reveal a powerful message: the importance of breaking down misconceptions about credit.
Just as the layers came off, the campaign symbolised removing barriers and opening opportunities for financial growth. Each participant also gained access to a credit e-learning course valued at R2,000 (USD$ 115), helping them begin their journey toward empowerment.
A City Engaged Through Billboard Innovation
Thousands of people in Johannesburg engaged with this interactive billboard, peeling back layers of exclusion and uncovering the power of knowledge to change lives. The activation showed how billboard advertising can be more than static branding — it can deliver powerful stories that educate and inspire communities.
Tackling Financial Exclusion
Despite progress, more than 16 million South Africans remain excluded from the financial system — unable to fully participate, build, and thrive. By combining billboard innovation with education, TransUnion’s campaign is helping close the gap and give more South Africans the chance to thrive.
The Peelable Billboard Goes Digital
For those who missed the historic launch, the billboard is also online where users can still peel, learn, and win their share in instant prizes. — The combination of Out of Home and social media has become the new “go to” route for marketers as it ensures that brands achieve mass visibility while also reaching the right audience segments online, creating a reinforcing loop that drives stronger recall, deeper connection, and measurable results.
Why This Matters for Billboard Advertising in Africa
Alliance Media celebrates campaigns like this that highlight the power of outdoor advertising in Africa. The peelable billboard is a clear example of how OOH campaigns can go beyond visibility, becoming platforms for interaction, education, and social change.
It’s proof that when creativity meets purpose, billboard advertising doesn’t just sell products, it inspires movements.
You can watch a youtube video on the campaign below.
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