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".