DOOH Campaign Targets Older Cars and Gas Guzzlers Using Vehicle Recognition Technology
UNITED KINGDOM — A new DOOH campaign for Hyundai makes use of Vehicle Recognition Technology to serve content based on a vehicles’ high CO2 emissions. The DOOH campaign, developed by Havas Media, Innocean Worldwide and Ocean, supports the launch of the Hyundai IONIQ, Hyundai’s first dedicated eco-friendly model.
Using Ocean Outdoor’s vehicle recognition technology, the each outdoor location can recognize when drivers of gas guzzling SUVs, rival hybrids, or competitive automobiles that are older than five years are passing in the vicinity and serves them with personalized messages.
Vehicle Recognition Technology uses cameras positioned at digital out-of-home (DOOH) sites located at London’s Holland Park and in Newcastle facing stationary traffic to identify the make, model and color of stationary vehicles from their number plates and then serves the driver and passengers content which is based on specific audience demographics and data relevant to that vehicle.
Based on which category the car falls into determines which personalized, tongue in cheek messages plays out in real time. Additionally, the DOOH sites gives a high five to a select few of its Hyundai siblings, chosen based on Ocean’s historical data from each location.
A similar campaign for Renault also used using vehicle recognition technology to identify the make, model and color of vehicles based on their license plate, and deliver targeted real-time messages based on the car’s profile on near-by digital out-of-home screens. Ocean Outdoor also ran a similar campaign for Churchill Motor Insurance that used data from the Motor Insurance Database combined with vehicle recognition technology to identify uninsured drivers. That campaign displayed a counter on each DOOH screen location that increases in real-time, dynamically registering passing vehicles and displaying the number of cars that passed each screen location that were likely uninsured.
“Audiences demand increasingly relevant communications so we have worked closely with Innocean UK and Ocean to use programmatic technology to ensure the IONIQ’s progressive message drives personal connections with key motorists,” said Natasha Murray, managing director at Havas Media.
“Working with such an innovative platform was really exciting for us as an agency, especially as we are one of the first advertisers to utilize it. With the IONIQ being such a cut through model, we knew that the communications supporting the launch of the car had to be just as cut through. We had a lot of fun crafting the reactive ads and hope the public will have just as much fun reading them on the billboards themselves,” said Tristan Lenczner, creative at Innocean Worldwide UK.
Free Trend Report: Why Location Is the New Currency of Marketing
Finding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. In addition, consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify.
Active consumers spend money, and while they are going about their daily routine, they are also actively looking for information. According to Google, more than 50% of all mobile searches have local intent, and 17% of search happens while consumers are on the go.
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. Location-based mobile and digital out-of-home media are part of a larger multiscreen ecosystem that effectively amplifies brand messages to create a deeper level of engagement with active consumers.
Why Location Is the New Currency of Marketing is aimed at CMOs, media buyers and strategists and provides insight into why marketers are increasingly shifting their advertising dollars to these rapidly emerging media platforms.
Highlights from Why Location Is the New Currency of Marketing include:
- The Connected Consumer
- Leveraging the Moment
- Multiscreen Campaign Planning
- Amplifying Reach With DOOH Media