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.
- Campaign: 911 Turbo
- Client: Porsche
- Creative Agency: The Ross Partnership
- Media Agency: PHD