Posterscope USA together with Lamar Advertising Company has initiated a new dynamic campaign for the 2016 Chevrolet Malibu launch. The ad uses vehicle recognition technology to target drivers of competitive brands with the customized messages generated just for them.
Currently, live in Chicago, Dallas and New Jersey the campaign will run until the end of April. It is developed in conjunction with Carat and Commonwealth and is part of a larger out-of-home project initiated by Posterscope USA to raise awareness of the Chevrolet Malibu brand.
“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 can 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 OOH campaigns.”
According to Posterscope USA, the campaign uses pole-mounted cameras equipped with the vehicle recognition technology installed alongside the highway. Once a car approaches, the camera hones in on the grille to identify its brand. 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 300 meters down the road.
“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.”