An integrated campaign by Vizeum Melbourne for MINI Australia’s new ‘Connected’ vehicles will see digital out-of-home (DOOH) served via Posterscope’s Liveposter platform.
Delivered centrally, the campaign will showcase the flexible qualities DOOH provides via multiple creatives targeted with specific data overlays such as location, traffic, time of day, and weather triggers such as rain.
The deployment of targeted digital OOH will help potential customers understand the range of benefits within the Connected vehicles such as in-car real-time traffic updates, a concierge service and optional union jack brake lights.
The Liveposter platform will deploy multiple creatives across all media owner systems from one location across numerous roadside assets. Data profiles informed locations and creative execution, with key sites placed contextually in proximity to airports and stadiums.
Lauren Farquharson, business director at Posterscope, said: “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.”
Sophie Mylne, group client director at Vizuem, said: “Given ROI is such a huge focus in market right now, it’s great to be able to make our digital OOH work that little bit harder for MINI – triggering consideration in another key moment along the consumer journey.”
Alex McLean, national marketing manager at MINI Australia, said: “Being able to bring to life our creative concepts across digital large-format has been a step change – 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.”