maandag 12 januari 2015

Message to Porsche Drivers.

DOOH Billboard Campaign Tailors Message to Porsche Drivers

World’s First Car Recognition DOOH Billboard Campaign Spotlights Porsche Drivers

AUSTRALIA — An innovative DOOH billboard campaign aimed at Porsche drivers senses when a Porsche is within range and automatically changes the screen’s message. The billboard, located at Melbourne Airport, uses a camera positioned 300 meters (328 yards) from the billboard to analyze approaching traffic including the vehicle’s make and model in real-time. When it identifies the car as a Porsche it triggers the message “It’s so easy to pick you out of a crowd”.
“The world first concept, developed specifically for Porsche by oOh! media’s creative services team, demonstrates the multiple new ways DOOH billboard campaign can be used to create a unique customer experience for brands,” said John Purcell, Commercial Director, Operations and Technology at oOh!. The billboard will reach up to 200,000 travelers over one week as they make their way to one of Australia’s busiest airports. It’s another great example of oOh!’s capabilities in reaching audiences. oOh!’s broader digital strategy is not just about upgrading our current sites into digital billboards, it’s about creating solutions to help clients find creative ways to engage with their customers.”
Over the last year oOh!media has introduced several innovations as part of the company’s overall digital strategy that include the launch of integrated online platforms, QView and Hijacked. In addition, the company has introduced sensor-based dayparting capabilities that enable contextually-based advertising using outdoor temperature or time of day to triggers advertisements.
Last winter, oOh!media launched a sensor-based awareness campaign for Dimetapp, an over-the-counter cold and flu medicine, that triggered across oOh! media’s DOOH advertising network when the temperature drops below the local winter average. oOh! media also developed a temperature controlled advertising campaign on behalf of Unilever to promote Magnum and Lipton Iced Tea products during the summer.
Toni Andreevski, Director of Marketing, Porsche Cars Australia, said: “It’s appropriate that Porsche is part of this world first highlighting the award winning excellence of the Porsche brand. The power and flexibility of digital technology today is a real winner for high value brands to reach just the right audience.”
Porsche’s creative agency is The Ross Partnership, media placement was done by PHD. Porsche’s “It’s so easy to pick you out of a crowd” DOOH billboard campaign will be live for five days starting Saturday, 10 January.


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