Porsche launches digital outdoor campaign that detects oncoming Porsches
Porsche has launched a new digital outdoor campaign that will display a tailored message on a Melbourne Airport digital billboard when it detects a Porche car approaching.
The campaign, created by Ooh Media and creative agency The Ross Partnership, will automatically change the content on the digital billboard to the message “It’s so easy to pick you out of a crowd” when a Porsche approaches.
John Purcell, commercial director of operations and technology at Ooh, said: “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. 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.”
The car recognition technology was developed by Ooh Media with Digital Experiences and uses IBM software and Ooh’s own content management system Argyle to identify oncoming Porsches.
Toni Andreevski, director of marketing, Porsche Cars Australia, said: “It’s appropriate that Porsche is part of this world first highlighting the award winning excellence of the Porsche brand. The power and flexibility of digital technology today is a real winner for high value brands to reach just the right audience.”
The 50 square metre billboard ad on Airport Drive will be live for five days beginning Saturday.
Credits:
- Campaign: 911 Turbo
- Client: Porsche
- Creative Agency: The Ross Partnership
- Media Agency: PHD
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I have a Porsche! Wiiiiiiiiiii!
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What a ballache for just 5-days. Why?
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So they have designed an ad that will only show up when people, that already have that product, go past? It is effectively the outdoor advertising version of this: http://stream1.gifsoup.com/vie.....ever-o.gif
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hahaha @MOG.
Was thinking the exact same thing… That’s Outdoor advertising for you.
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@MOG Looks to be a brand ad normally communicating to non porsche customers however when it detects a current customer it serves a special exclusive message to that driver. Doing two different roles. Nice work to all involved.
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It is actually a tiny willie detector which assumes you have a Porsche. I’m really offended, my Excel set it off.
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Interesting bit of kit, but pretty mundane use of it
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Stupidest campaign ever.
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Uni student hidden in the bushes for 5 days… clicking away
In return 5 meals and a case of beer
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I wonder if an RUF would set it off.
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So it’s a campaign that specifically targets Porsche drivers to sell them… a Porsche. Genius.
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Technology is good. Creative is terrible.
MINI did a similar job, but MUCH better O/S – http://www.digitalbuzzblog.com.....-campaign/
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Would be interested to know how it’s going to work with a Porsche Cayenne, as externally this is the same as a VW Touareg – would you get the message in the Vee Dub?
Also, will it work with older models such as the 914?
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It must confuse the shit out of the other drivers in the vicinity. Hey it picked out my P76 … WTF!
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surely the ad is for the cars driving behind the porche, making it contextually relevant?
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