Creativity

These U.K. Audi Billboards Are Tailored to Current Driving Conditions

Posters Will Promote Different Technologies Depending on Weather, Traffic and More

By Alexandra Jardine. Published on Oct 19, 2017

Editor's Pick

Audi is running outdoor ads in the U.K. that use data from current driving conditions to promote different aspects of its driver technology.

Created by BBH and produced by Grand Visual, the roadside campaign uses traffic, time and weather data to trigger content that is contextually relevant at each location. For example, when the traffic is heavy, the creative will alert drivers to Audi's "Pre-Sense" feature, its in-built technology package for predictive safety. During adverse weather, creative will change to feature "Quattro-on-demand," its all-wheel drive technology designed for for rain, snow or hail conditions.

The campaign is running on 211 screens, across nine U.K. cities, and uses the tagline "Audi as your sixth sense."

Benjamin Braun, head of marketing, Audi U.K., says in a statement: "This is the first data-driven digital OOH campaign we have launched on a national scale. By using data to contextualize copy, we can reach drivers with targeted and tactical advertising messages that are relevant throughout the day, tapping into the driver's mindset in the moment."

Rate this Ad

You must be registered to rate this ad.
Please Login or Register Now

About

Credits

Date
Oct 19, 2017
Agency:
BBH London
Client:
Audi
Digital Production Company:
Grand Visual
Communications Manager:
Kelly Palmer
Account Director:
Peter Blaseby
Account Director:
François-Xavier Hafner
Account Manager:
Jack Carter
Media Agency:
PHD
Business Director:
Becca Bunbury
Media Planner:
Gabriella Daniels
Media Specialist:
Talon Outdoor
Client Director:
Ria Bradley
DOOH Production Company:
Grand Visual
Chief Creative Technology Officer:
Dan Dawson
Account Director:
Ben Privett
Production Director:
David Bowry
Technical Director:
Keira Kaine
Digital Director:
Ric Albert
Producer:
Camila Englebert

Tags

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.