World first for Porsche digital billboard

By AdNews | 9 January 2015

Porsche is launching a new digital OOH campaign which will see a digital billboard at Melbourne Airport recognise and target Porsche drivers with a tailored message.

The campaign created by Ooh!Media uses IBM software and its own content management system Argyle to identify oncoming Porsches.

It then reveals the message “It's so easy to pick you out of a crowd” for 10 seconds as the car approaches the billboard.

Ooh!Media commercial director of operations and technology, John Purcell, said the concept is a world first, designed specifically for Porsche by OohMedia's creative services team.

He said it shows how digital billboards can be used to create unique experiences for consumers.

“Over one week, this particular billboard will reach up to 200,000 travellers as they make their way to one of Australia’s busiest airports.
 
“Ooh's broader digital strategy is not just about upgrading our current sites into digital billboards, it’s about creating solutions to help clients find creative ways to engage with their customers.”
The 50 sqmbillboard ad will be on Airport Drive and is set to be “live” for five days from 10 January.

Porsche Cars Australia director of marketing Toni Andreevski 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.”

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