The sleek lines of a Porsche will not only turn heads but trigger a tailored message to appear on a digital signage billboard near Melbourne Airport in Australia. The advertising campaign is thought to be the first of its type and is driven by car recognition technology developed by out-of-home company oOh! and technology business strategists Digital Experiences.
The system uses IBM software and oOh!’s own content management system ARGLYE to identify oncoming Porsches before revealing the message “It’s so easy to pick you out of a crowd†for 10 seconds.
“A camera located 300 metres from the billboard analyses the approaching vehicle make and model in real-time to identify if the car is a Porsche,†explained John Purcell, commercial director for Operations and Technology at oOh!.
“Once a Porsche is detected it triggers the tailored message to be displayed as the Porsche is approaching. Over one week, this particular billboard will reach up to two hundred thousand travellers as they make their way to one of Australia’s busiest airports.â€
Other innovations the company has introduced as part of its digital strategy have included is the development of “parting†technology to enable contextual advertising pending the temperature or time of day, and “trigger†technology that serves up advertisements relevant to the content being shown on its digital assets.
Toni Andreevski, director of marketing for Porsche Cars Australia, said: “The power and flexibility of digital technology today is a real winner for high value brands to reach just the right audience.â€
A relatively short campaign, the 50 square metre billboard on Airport Drive went live on Saturday and will run until the end of this week.