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's new out-of-home digital advertising campaign
Porsche's new out-of-home digital advertising campaign

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

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

"Blue" is really gorgeous and perfectly imitates a human customer support operator. Personally, I won't order a chatbot development for m...

Nate Ginsburg

Why the newest member of BT’s contact centre is a chatbot

Read more

As today’s market changes rapidly, the tools we use change, and it is important to adapt to those changes to continue to succeed in busin...

Anna Duda

Report: 10 digital commerce trends here to stay

Read more

MAN! this is really a well-written article. Anything regarding app development is well addressed in this article. Especially, the way you...

AIA Developers

Mini marketing leader takes group marketing reins at BMW

Read more

Lyre’s and Dohler will not be sued by Arkay Beverages for stealing Arkay’s trade secretshttps://www.openpr.com/news...

Reynald Grattagliano

Lyre's Spirit Co follow up investment injection with global media partnership

Read more

Yes Iggy, I totally agree.Quite frankly any MD who claims "....Everything has an ROI." is simply naïve and ignorant.I'm reminded of Educa...

Philip Macleod

Introducing Return on Outcome (ROO) - Brand science - CMO Australia

Read more

Blog Posts

How the pandemic revealed the antidote to marketing’s image problem

What does marketing truly ‘own’ in most organisations? Brand and campaigns, definitely. Customer experience? That remains contested ground.

Murray Howe

Founder, The Markitects

Still pursuing a 360-degree view of the customer?

On the Internet, nobody knows you’re a dog.” It may have been true in 1993 when this caption to a Peter Steiner cartoon appeared in the New Yorker. But after 30 years online, it’s no longer the case.

Agility in 2022

Only the agile will survive and thrive in this environment and that’s why in 2022, agility will need to be a whole-business priority.

Sam McConnell

Melbourne bureau chief, Alpha Digital

Sign in