The purpose of purpose
Everyone knows the 4 P’s of marketing: Price, product, promotion and place. There is now a fifth ‘P’ in the marketing mix.
Porsche tailors customer message with digital out-of-home advertising
New digital advertising campaign sees customers near Melbourne Airport targeted with specific billboard message
Porsche Australia has launched a new digital out-of-home advertising campaign that will display a targeted message to drivers of its luxury vehicles at Melbourne Airport.
The ‘911 Turbo’ campaign was created by oOh! Media and relies on the company’s content management system, Argyle, along with IBM software to determine when a Porsche is nearby. A camera 300 metres ahead of the billboard is used to analyse the vehicle make and model to identify the right cars to target. The billboard then changes to display the targeted message.
The message chosen by the brand is “It’s so easy to pick you out of a crowd”.
The 50sqm billboard on Airport Drive will be operating from 10 January for five days.
Porsche Cars Australia director of marketing, Toni Andreesvski, said it was important for the automotive manufacturer to be associated with new digital technologies.
“ The power and flexibility of digital technology today is a real winner for high-value brands to reach just the right audience,” he said.
According to oOh! Commercial director of operations and technology, John Purcell, the billboard will reach up to 200,000 travellers on their way to Melbourne Airport each week.
“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,” he added.
Ooh!’s other recent digital innovation include the launch of QView and Hijacked integrated online platforms, along with its ‘parting’ technology, which enables contextual advertising on its billboards based on the temperature or time of day.
Read more: NFC and QR drive consumer engagement for Google billboard
Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia
Social Media is platform where people get connected to each other from the world and share their views and thoughts on any product. Socia...
Tejas Potfode
6 Ways to ramp up Social Media to Your Web Design
We can't overlook mobile. Each passing day people are on their phones more and more
This Is My South Bay
What the 5G revolution will do to mobile marketing
An article largely re-purposed from things other people have said 5+ years ago – what's more, they said it better.
hogwash
The purpose of purpose - Brand science - CMO Australia
talking about the 4 p's:https://www.tripleclicks.co...
kigoma divin
The purpose of purpose - Brand science - CMO Australia
Interesting blog, good information is provided regarding Design Thinking For Business Strategy. Was very useful, thanks for sharing the b...
Tanya Sharma
Is design thinking the answer for the next generation of marketing?