JOLT x BMW.
JOLT is delivering a vehicle-triggered digital out-of-home (DOOH) ad takeover in partnership with BMW.
The campaign was developed alongside media agency Atomic 212 and creative agency Scooter.
When a non-BMW driver plugs into a JOLT charger, the entire DOOH screen is taken over for two minutes with BMW creative, while the JOLT app simultaneously serves BMW video and display advertising.
It is powered by JOLT's proprietary Spark Intelligence platform.
“BMW was looking for innovative ways to engage EV drivers, making JOLT a natural strategic partner,” BMW Group Australia general manager of marketing & product, Alex Mclean.
“The BMW iX3 charges in half the time of many other EVs on the market - and that precision is exactly what makes this campaign so compelling.
“When a JOLT EV driver plugs in, we have a defined, distraction-free window to reach them with messaging that responds dynamically to their environment.
“The triggered delivery, the localised screen takeover, and the weather-responsive creative all tie back to the unique characteristics of the iX3.
“This is a market first in Australia, and a really exciting way to combine DOOH with digital precision, and we're proud to be part of it."
The BMW ad takeover is now live across the JOLT network in Sydney, Melbourne, Brisbane and Adelaide.
“The technology that powers this partnership with BMW has not existed in-market before now,” JOLT national sales director, Tim Debenham.
“This is behavioural precision in a broadcast format, and no other operator in Australia can match this level of accuracy.
“For BMW, the campaign delivers precision, dwell time and exposure, at scale. The charging customer receives a one-to-one targeted message at the exact moment of attention, along with broadcast digital out-of-home exposure to audiences moving around our urban charger locations.
“BMW can target EV drivers who are in a purchase upgrade window - those people who are already committed to EVs and most likely to upgrade.”
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