The campaign aims to help customers understand the benefits of Mini’s new connected vehicles.
Vizeum, Posterscope and Mini Australia are running a dynamic outdoor campaign that delivers multiple pieces of creative depending on factors such as location, traffic, time of day and weather triggers such as rain.
The campaign aims to help customers understand the benefits of Mini’s new connected vehicles such as in car real-time traffic updates, a concierge service and optional union jack brake lights.
It will be delivered on Posterscope’s dynamic delivery platform Liveposter, using data profiles on locations and creative execution. Some of the key sites for the campaign will be located near airports and stadiums.
“We know from our research that message recall can be significantly higher when dynamic advertising is used. The launch of Mini’s connected model locally was a great opportunity to demonstrate the versatility of DOOH, providing a platform for synergy across other digital media,” Posterscope business director Lauren Farquharson said.
Mini Australia national marketing manager Alex McLean added: “Being able to bring to life our creative concepts across digital large format has been a step change in realising the flexibility the Liveposter platform offers, and amplifying at scale. Mini has historically enjoyed being a quirky brand, so it is excellent to be able to incorporate unique creative that really demonstrates the USP of these vehicles, ultimately influencing drivers at timely moments.”
