Car giant MINI is to harness digital technology with the launch of an inventive new outdoor billboard campaign that aims to “recognise” other MINI drivers and serve them personalised messages as they cruise past.
Car giant MINI is to harness digital technology with the launch of an inventive new outdoor billboard campaign that aims to “recognise” other MINI drivers and serve them personalised messages as they cruise past.
Launching on Bank Holiday Monday (26 August) on the JCDecaux London Cromwell Road site across five roadside digital billboards, the technology isn’t as advanced as may be assumed, with the triggering of different content lying with a team of “spotters” who will be looking out for the oncoming cars.
Part of MINI’s wider Not Normal campaign which aims to celebrate the creativity of MINI cars and their owners by asking drivers to send in their own versions of MINI designs, such as food that looks like MINI cars and MINI car sandcastles, the campaign seems to be enhancing the brand successfully and inventively.
Anna Inglese, MINI UK national communications manager, commented: “Our Not Normal campaign is all about celebrating the unique and inventive spirit of MINI drivers and saluting them. The integrated agency team have delivered a fantastic way to bring this to life on the outbound stretch of the Cromwell Road, using new technology to tailor fun, cheeky messages for our drivers.”
By experimenting with various digital technologies, companies can stay at the cutting edge of their respective industries and ensure their brand is consistently associated with inventive and creative marketing campaigns.
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