Chevy Malibu Campaign Targets Drivers In Competitive Brands

Chevy Malibu Campaign Customizes Message to Drivers of Competitive Brands

Cameras Identify Oncoming Vehicles and Serves Dynamic Messages to Raise Awareness of 2016 Chevy Malibu

NEW YORK, NY —  A new ad campaign for the 2016 Chevrolet Malibu is connecting with drivers who happen to be passing by digital billboard locations in a competitive brand. According to Posterscope USA, the campaign utilizes cameras equipped with vehicle recognition technology that hones in on approaching car’s grill to detect which brand they are driving. If it is a competitor to the Malibu, the driver of that car sees a customized message generated just for them on a digital billboard about 1,000 feet down the road.

A similar campaign was developed about a year ago by Australia’s oOh! Media on behalf of Porsche. The Porsche campaign also utilized cameras to analyze approaching traffic including the vehicle’s make and model to identify Porsche drivers in real-time to trigger a message on a digital billboard located at Melbourne Airport. When it identifies the car as a Porsche it triggers the message “It’s so easy to pick you out of a crowd”.

Chevrolet Malibu’s campaign is currently running in Chicago, Dallas and New Jersey through the end of April, and is part of a larger out-of-home initiative spearheaded by Posterscope USA and Lamar Advertising to raise awareness and drives sales. The campaign was developed in conjunction with Carat and Commonwealth.

Chevy Malibu Campaign Customizes Message to Drivers of Competitive Brands

“The Malibu Vehicle Recognition Campaign is a first-of-its-kind in the U.S. and truly takes dynamic real-time media to the next level,” said Helma Larkin, CEO of Posterscope. “By integrating vehicle recognition technology into this campaign, we are able to deliver personalized content to drivers of competitive vehicles increasing the likelihood that messages will be noticed and remembered. It’s the first time this type of technology is being used in the U.S., but only the latest example of how we are leveraging technology to deliver impactful results through DOOH campaigns.”

“As a media owner, we are constantly looking for innovative new ways to utilize technology and out-of-home, helping advertisers talk to consumers with relevant creative,” said Ian Dallimore, Director of Digital Innovation & Sales Strategy for Lamar Advertising Company. “Using Lamar’s digital network and vehicle recognition technology, we were able to help Posterscope deliver a personalized one-to-one message to Chevrolet’s target audience.”

According to Posterscope, the cameras do not collect license plate information or driver imagery, and all data is deleted as soon as the customized message is delivered on the billboard.

Images courtesy: Lamar Advertising

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The DOOH Ad Network Locator is a free online resource designed to help media buyers, planner and brand strategists identify place-based digital out-of-home advertising networks by location, venue type, demographics and reach. There are more than 160 advertising-based networks organized by country that include Australia, Canada, United States and the UK. The United States is organized by venue type as it has the broadest range of venue categories, with the greatest number of ad-based networks operating within each category.

Digital Out-of-Home (DOOH) advertising, also known as Digital Place Based (DPB) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Digital out-of-home screens can be found in locations that include transportation hubs such as airports, railway and bus terminals; executive networks in office-building lobbies and elevators. Other venues include shopping malls, gas stations, fast-casual restaurants, fitness centers, hotels and more.

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