In a media first, Hyundai becomes the first car brand to use Vehicle Recognition Technology (VRT) to serve digital Out-of-Home creative based on high CO2 emissions and competitor vehicles.
The campaign supports the launch of the Hyundai IONIQ, Hyundai’s first dedicated eco-friendly model. Using Ocean’s unique vehicle recognition technology, the sites recognise drivers of gas guzzling SUVs, rival hybrids and key competitor models older than five years, therefore potentially in market, and serves them with personalised messages.
VTR uses cameras positioned at digital Out-of-Home (OOH) sites located at London’s Holland Park and in Newcastle facing stationary traffic to identify the make, model and colour of stationary vehicles from their number plates and then serves the driver and passengers content which is based on specific audience demographics and data relevant to that vehicle.
Based on which category the car falls into determines which personalised, tongue-in-cheek messages plays out in real time. Additionally, the digital OOH sites gives a high five to a select few of its Hyundai siblings, chosen based on Ocean’s historical data from each location.
Kevin Henry, Head of Screen Investment at Ocean Outdoor, said:
“Ocean’s pioneering technology offers brands like Hyundai highly defined targeting and greater efficiency than standard out-of-home play-out, hitting core target audiences with zero wastage It’s also the first time this technology has played out on our Screen on the Tyne in Newcastle.”