The outdoor media arm of Singapore Press Holdings (SPH) has unveiled Singapore's largest sequential LED-lit billboard at Scotts Square.

The L-shaped ad, measuring 50m x 11m promotes cognac brand Martell’s latest campaign titled "Icons Grow Bold" and the Martell VSOP Aged in Red Barrels.

The Business Tmes reports that it was done by retrofitting a large-format static billboard with sequential LED modules, and a 3D custom-built Martell VSOP Aged in Red Barrels bottle as the centrepiece.

The vertical backlit LED panels light up in a pre-determined sequence at regular intervals, and is scheduled to light up every night at 7pm until November this year.