The South Australian association wanted a striking way to inform Adelaide motorists they would avoid paying a registration fee if they joined before 30 June.

The RAA placed signage at key sites across Adelaide, including the steaming billboard on the corner of Hindley and Morphett streets.

The billboard includes a cut-out extension and messaging on an LED display. It also features a steam machine, which emits steam from the pictured car in time with the traffic lights. The billboard’s tagline is: “Miss out and you’ll be fuming”.

Opus Group’s outdoor firm, Sydney-based Cactus Imaging, printed the billboard skin, while Ooh Media managed the rest of the job.

Ooh Media’s South Australian sales director, Nathan Robertson, said the “eye-catching campaign” was being seen by “thousands of commuters each day”.

“Adelaide is not traditionally known as a market for special builds in large format and this creative achieves outstanding cut-through with some real ‘out-there’ thinking,” he said.

[Video: See the steaming billboard in action]

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