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.
In the third and final episode of our 3-part CMO50 video series exploring modern marketing and why it’s become a matter of trust, we’re delighted to be joined by Telstra’s former CMO and now digital services and sales executive, Jeremy Nicholas, and Adobe VP Marketing Asia-Pacific and Japan, Duncan Egan.
Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.
Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?
As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.
What are Chris Riddell's qualifications to talk about technology? What are the awards that Chris Riddell has won? I cannot seem to find ...
Tareq
Digital disruption isn’t disruption anymore: Why it’s time to refocus your business
Enterprisetalk
Mark
CMO's top 10 martech stories for the week - 9 June
Great e-commerce article!
Vadim Frost
CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes
Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...
jackson13
The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration
Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.
Ella Hall
The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration