QMS has worked with Vodafone to create a dynamic outdoor media platform utilising ‘real-time’ traffic triggers across its national digital billboard network.
The billboards promote Vodafone NBN through targeted and engaging messages to motorists.
The campaign uses ‘drive time’ data pulled from a short stretch of road running past key QMS digital billboards.
Analysis of this drive time data then generates light, medium or heavy traffic triggers that determine which NBN message will be displayed at each particular site.
This targeted campaign from Vodafone dynamically aligns the audience’s commuter journey with the speed of its network while simultaneously raising awareness around its NBN offering.
QMS general manager of operations Steve Bovey said: “By utilising drive time data to contextualise the creative being displayed, Vodafone is able to deliver greater cut-through and relevance and really tap into the driver’s mindset thus delivering a more powerful and relatable message.”
Vodafone general manager brand and marketing Natasa Zunic said the QMS digital solution allows Vodafone to deliver timely and relevant messages to motorists.
“We are always on the lookout for different ways to make our communications more dynamic and engaging for our audiences.
“The QMS digital billboards were a strong solution, that enabled us to experiment with different creative messages in a dynamic way for Vodafone NBN.”