Toyota has launched a campaign that uses real-time traffic data to target drivers with different content depending on their speed.

The campaign, which will run across JCDecaux’s PrimeTime Network from October 23rd for two weeks, will display different messages depending on the speed of passing motorists. For example, drivers going a little slower will be targeted with the message “I want to brake free – stopping and starting costs nothing in electric mode”. It was planned and booked through JCDecaux by DOOH, The&Partnership, M/SIX and Kinetic.
 
It aims to get motorists interested in hybrid vehicles as part of Toyota’s ongoing ‘We Choose Hybrid’ campaign and uses Kinetic’s D:four Drive tech, which displays different messages based on the analysis of live-traffic data of average vehicle speed in proximity to the nearest digital screen. The three different messages in this campaign are targeted at free-flowing traffic, slow traffic or at a virtual standstill.
 
Dominic Murray, Group Creative Account Director of Kinetic Active, said: “The combination of live data, targeted creative and the brand-building reach of DOOH (digital out-of-home) make this a powerful example of how brands can use context to really connect with today’s audiences on the move”.
 
Patrick Williamson, Communications Director of The&Partnership, said: “This innovative OOH campaign really fits into our audience-led approach to media planning for the We Choose Hybrid campaign, allowing us to serve tailor made content and messaging to reach the right audience in the right place".