New digital signage located close to Melbourne Airport in Australia has been erected as part of a clever new advertising campaign aimed at Porsche drivers.
The signage will deliver a tailored message to drivers in Porsches who go underneath the sign. Thought to be the first of its kind, the campaign highlights the flexibility of the digital signage medium. It is being driven by car recognition technology developed by a firm called oOh! along with technology business strategists, Digital Experiences.
The signage makes use of oOh!’s own content management system ARGLYE, along with IBM software to pick out oncoming Porsches driving along the road, before bringing up a message which reads: “It’s so easy to pick you out of a crowd” for 10 seconds.
John Purcell, commercial director for 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.”
Meanwhile, the director of marketing for Porsche Cars Australia, Toni Andreevski, said: “The power and flexibility of digital technology today is a real winner for high value brands to reach just the right audience.”