Renault has become the first automaker to use an innovative vehicle recognition ad campaign technology, capable of targeting drivers at traffic lights with customized messages.
Based on the popular car journey game “I-Spy”, the technology developed by Digital Out-Of-Home (DOOH) ad specialists ‘Ocean’, will go into use at their Holland Park roundabout location in West London, featuring the all-new Renault Megane.
It works by using cameras positioned at DOOH sites, monitoring stationary traffic in order to identify the make, model and color of the stationary vehicles, by verifying their number plates. Once the information has been found, ad messages are posted in real-time directed at the driver, based on specific audience demographics and data relevant to that specific vehicle. No records or personal data are stored within the system’s database.
“The technology really pushes the boundaries, enabling us to showcase the All-New Megane in an engaging and unique way versus the rest of our extensive outdoor campaigns,” said Renault UK communications exec Colette Casey. “Our aspirations are not only about showing a stylish image of the All-New Mégane, but to speak to customers in a fun and friendly way which we are doing through one of the UK’s most popular car journey games – I Spy. What is also particularly clever about vehicle recognition technology is that it allows us to speak directly to drivers, something we haven’t been able to do before in roadside out of home advertising.”
Kevin Henry, head of screen investment for Ocean, goes on to add that “vehicle recognition is a progressive technology integrated into digital out of home which optimises and innovates the way brands connect with target audiences. This pioneering system identifies and accesses valued audiences in real-time and there are a range of ways it can be deployed: it can serve adverts for a new model of the same car or it can be leveraged to launch a new product that’s relevant to a particular driver demographic.”
From an advertising perspective, this technology helps brands target their core audiences more efficiently than with standard out-of-home play-out, allowing for zero wastage.
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